The Mind Versus Market Share Guide to Brand Equity
Colin BakerStethos International
Clive NancarrowUniversity of the West of England
Julie TinsonUniversity of Stirling
INTRODUCTION
The search for meaningful measures of current brand performance...
The mind versus market share guide to brand equity
The possibility of using a simple, single measure of brand potential across different markets that is both conceptually meaningful and of value to management is presented.
