At last – brand measurement equals brand performance

Ken Roberts and Elaine Wong

This paper discusses various approaches to measuring brand equity, and argues that the essential criterion for a brand tracking measure is that it should reflect actual changes in market share.

At last – brand measurement equals brand performance

Ken Roberts and Elaine Wong

The evolution of present-day brand measurement can be traced back to the theories set out by David Aaker (1). He contended that metrics such as sales that were competing with his proposed measure “tend to be short-term and to provide little incentive for investment in brand building” (2). Hence, many from the marketing research fraternity embarked on an 18-year misadventure as they attempted to develop predictors of the theoretical construct – brand equity.

There has been little convergence on how to measure brand equity. Originally,...

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