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Measuring Brand Equity Across Products and Markets
Aaker, David A.
38/3  (Spring 1996): 102-120 *

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.

 

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