In Search of True Brand Equity Metrics: All Market Share Ain't Created Equal
Thomas J. Reynolds Professor Emeritus University of Texas at Dallas
Carol B. Phillips BrandAmplitude, LLC
INTRODUCTION
Much has been written of late about the holy grail of marketing, measuring the Return on Investment of Marketing dollars (ROI-M). The topic is certainly not a new one, especially as evidenced in the frequency of board room discussions on the topic. Recent interest has been driven by development of more sophisticated technologies for collecting the required quantities of customer level data that provide the basis to estimate such...