Comparing brand equity valuation with in-market performance

The paper examines the relationship between brand equity and in-market performance. A comparison of brand equity and market performance shows that mostly brand equity is a strong indicator of market share, suggesting that brand equity building strategies need to be adopted to drive future market share.

Comparing Brand Equity Valuation With In-Market Performance

Truths unfolded

Manjima Khandelwal ACNielsen International ResearchChristopher McKinney Kimberly-Clark Corporation

Introduction: Comparing Brand Equity Indices with In-Market Performance...