Brand equity monitor (BEM)

Reint Jan Schuring, Dirk Sikkel and Giep Franzen

The Brand Equity Monitor (BEM) bases its analysis on two key factors. The first is a brand's assets, defined as the percentage of consumers that have an association with the brand that is relevant to their purchasing behaviour.

Brand equity monitor (BEM)

Reint Jan Schuring, Dirk Sikkel & Giep Franzen

The Brand Equity Monitor (BEM) is an instrument which explains reported purchasing loyalty as a dependant variable using six different association categories:

  1. Relative brand awareness;...

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