Jon Montgomery, partner in the Hudson Group in New York, and Michael Lieberman, founder and president of Multivariate Solutions, discuss brand equity and a number of quantitative techniques to measure it.
A Compendium of Brand Measurement
Jon Montgomery and Michael Lieberman
Brand equity is one of the more popular concepts in marketing today. It is also one of the most overused and misused terms in marketing research, and the subject of much fuzzy thinking....