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.
  

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...