Advertising and brand equity
This article addresses two key questions: first, how can we evaluate a brand’s equity with the consumer, and secondly how can we determine which advertising campaigns are likely to generate brand equity in the long term? The framework for answering these questions is based on Millward Brown’s experience over the past 15 years of linking tracking data to sales modelling, and the initial results from a research project looking at the consumer research measures which are common across successful brands.
