Branding in the nth Dimension: Measuring Brand Equity in a Digital World
Kyle Findlay and Alice Louw
ABSTRACT
This paper looks at various traditional metrics that market researchers use to measure brand equity. It briefly reviews the various strengths and weaknesses of each approach, before making a case for multi-dimensional inputs as the best approach.
The paper touches on network theory and systems theory as means to describe the multi-dimensional concepts we refer to when talking about ‘brand equity'. Finally, the paper looks at the new tools emerging online that are designed to measure what people are saying about brands...