Energy: igniting brands to drive enterprise value

BrandAsset® Valuator research has demonstrated that consumer perceptions of ‘Energy’ offer new insight into shifts in market value – adding to the case that brand building is best viewed as a strategic corporate investment.
  

Energy: igniting brands to drive enterprise value

John GerzemaYoung & Rubicam Brands

Ed LebarBrandAsset® Valuator, Worldwide

Michael SussmanY&R, North America

Jason GaikowskiYoung & Rubicam Brands

INTRODUCTION

The many models used to assess the health and performance of a brand tend to take one of two forms: brand equity or brand value. Brand equity models measure consumer perceptions and brand associations (Aaker 1991; Keller 2003), or simplified measures of familiarity and favourability (Gregory & McNaughton 2004). On the other hand, brand value models use a variety of techniques – ranging from a modular index of...

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