Measuring Brand Equity Across Products and Markets
为管理者提供了一个测量品牌强度的框架，涵盖忠诚度、感知质量、联想、知名度和市场行为五类共十组指标，并讨论了使用这些指标的注意事项。
This article presents managers with a framework for measuring the strength of a brand. It specifically examines ten sets of measures grouped into five categories: loyalty, perceived quality, associations, awareness, and market behavior. Employing these measures can be difficult and their results must be used carefully. However, they have the capacity to provide managers with a set of important and extremely useful measurement tools.