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1、Measuring brand equity across products and markets,David A. Aaker California Management Review Vol 38.No.3 Spring 1996,Why does it measure brand equity?,It can enhance a firms three kinds of capabilities:,1. Optimal resource allocation among the portfolio of brands 2. traditional financial measure m
2、ethods(sales, ROA, and profit) provide little incentive to investment in brand building,1. selecting a benchmarking from other categories for the decision of brand position,Developing new brand equity measure methods is a supplement to the traditional financial measure about brand asset , and provid
3、e proof to invest in brand building,The “brand equity Ten”method,The book : Refer to four criteria of measure methods two kinds of research to measure brand equity: quantitative-based survey, and case studies,The first four terms received from customers perceptions, but the last two terms received from market behavior information,1.The price premium is the best single measure of brand equity in most context. 1who is competitor?, different competitor in different market, legal restrictions on price difference,2.,12,21,2,3 ( )Same as brand personality,1,1,2,
