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.
  

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...