Branding in the nth Dimension: Measuring Brand Equity in a Digital World

Kyle Findlay and Alice Louw from TNS Global review the strengths and weakness of the traditional metrics used to measure brand equity, in face of the influence of digital platforms and media, concluding that a multi-dimensional approach is best.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands