Understanding and modeling brand strength
Anne Martensen and Lars GrønholdtCopenhagen Business School
1. INTRODUCTION
The most successful companies today are said to have strong brands. But what is a strong brand? How can we measure a brand's...
Understanding and modeling brand strength
The purpose of this paper is to develop a Brand Strength Model. The model is a cause-and-effect model linking customer-brand relationships to four determinants: Rational brand associations, emotional brand associations, rational brand evaluations and emotional brand evaluations.
