Comparing methods of brand image measurement

This study compared rating, ranking and ‘pick-any’ measures of brand image associations. The pick-any technique is a free response measure, where respondents are given an attribute as a cue and asked which brands they associate with it.
  

Comparing methods of brand image measurement

Carl Driesener and Jenni RomaniukEhrenberg-Bass Institute of Marketing Science, University of South Australia

INTRODUCTION

The perceptions that consumers hold about brands, referred to collectively as...