Driving Brand Management through Effective Brand Equity Measurement

Binner S., Hoffmann-Wiebe W., 2002 – Esomar Annual Congress – Barcelona 2002

How can brand management be effectively supported by accurate brand equity measurement?

By combining CBC-based conjoint analysis with the Customer Dissatisfaction Index (C.D.I.©), price elasticity, brand loyalty, and switching behavior can be reliably quantified.