search query: @author Nancarrow, C. / total: 12
reference: 3 / 12
| Author: | Baker, C. Nancarrow, C. Tinson, J. |
| Title: | The mind versus market share guide to brand equity |
| Journal: | International Journal of Market Research
2005 : VOL. 47:5, p. 525-542 |
| Index terms: | brands market share |
| Language: | eng |
| Abstract: | The article presents the possibility of using a simple, single measure of brand potential across different markets that is both conceptually meaningful and of value to management. The study describes the value of establishing whether a brand exhibits brand equity surplus, deficit or balance building on the Dick and Basu grid. The insights that can be gleaned from a single source study with the comparison of share of mind (attitude) with market share (behaviour) and the accompanying diagnostic analysis are explored. |
SCIMA