Comparing methods of brand image measurement

Carl Driesener and Jenni Romaniuk

This study compared rating, ranking and ‘pick-any’ measures of brand image associations. The pick-any technique is a free response measure, where respondents are given an attribute as a cue and asked which brands they associate with it.
  

Comparing methods of brand image measurement

Carl Driesener and Jenni RomaniukEhrenberg-Bass Institute of Marketing Science, University of South Australia

INTRODUCTION

The perceptions that consumers hold about brands, referred to collectively as the brand's image, are an important part of consumer-based brand equity (Keller 1993). They are also used to identify the position of the brand and evaluate advertising effectiveness (Romaniuk & Sharp 2000; Dillon et al. 2001; Myers 2003; Romaniuk & Nicholls 2006).

There is a wide range of techniques for measuring the extent of the link between the brand name and relevant...

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