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Note on measuring brand awareness, brand image, brand equity and brand value

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The purpose of this paper is to provide an overview and references on the various methods that can be used to measure brand knowledge (brand awareness and brand image), brand equity and brand value. This paper provides a short definition of each concept and illustrations of the most widely used measurement techniques. Once you know what you want to measure, it is important to look at the original sources cited to understand how to properly use these techniques. Keller's (2003) excellent book also provides detailed information on each concept and its measurement.

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en

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application/pdf

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http://flora.insead.edu/fichiersti_wp/inseadwp2003/2003-19.pdf

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Copyright INSEAD. All rights reserved