How discrete-choice models can measure brand equity

Michael Lieberman, founder and president of Multivariate Solutions, describes ‘discrete-choice’ analysis and explains how this research technique can be used to measure and evaluate brand equity (the extra, over and above the intrinsic product value, that consumers are prepared to pay for the brand).

How Discrete-Choice Models Can Measure Brand Equity

Michael Lieberman Multivariate Solutions

Brand equity is one of the more popular concepts in marketing today. It is also one of the most overused and misused terms in marketing research and...