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 strength? What makes a brand strong? How do we build a strong brand? To help answer these questions, this paper develops a conceptual model of brand strength. Our approach to brand strength is consumer-based, where the concern is measures related to the consumer mindset.
Recently, branding, brand management, brand equity and related terms have occupied the minds of...