Understanding, Measuring, and Using Brand Equity
本文描述了一个调查系统，通过消费者价值模型和品牌动态金字塔，基于预测忠诚度评估品牌形象的财务价值，并解释忠诚度变化的原因，帮助营销决策者管理品牌资产。
This paper describes a survey research system designed to place a financially related value on the consumer-based equity of brand images and associations. The two components of the system, the Consumer Value model and the BrandDynamics® Pyramid, identify the value of individual respondents to a brand based on their predicted loyalty and explain the variation in that loyalty based on each person’s attitudes toward the brand. The paper demonstrates how findings from the system can be used to help marketing decision makers manage their brand’s equity and so maximize the value of their asset.