Energy: igniting brands to drive enterprise value
John GerzemaYoung & Rubicam Brands
Ed LebarBrandAsset® Valuator, Worldwide
Michael SussmanY&R, North America
Jason GaikowskiYoung & Rubicam Brands
INTRODUCTION
The many models used to assess the health and performance of a brand tend to take one of two forms: brand equity or brand value. Brand equity models measure consumer perceptions and brand associations (Aaker 1991; Keller 2003), or simplified measures of familiarity and favourability (Gregory & McNaughton 2004). On the other hand, brand value models use a variety of techniques – ranging from a modular index of...