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| Author: | Crimmins, J.C. |
| Title: | Better measurement and management of brand value |
| Journal: | Journal of Advertising Research
2000 : NOV-DEC, VOL. 40:6, p. 136-144 |
| Index terms: | VALUE ADDED BRAND NAMES BRAND VALUATION CONSUMER BEHAVIOUR |
| Language: | eng |
| Abstract: | This paper reviews recent research on brand value from the consumer's perspective conducted by DDB Needham Worldwide. The research addresses four questions: What is happening to our belief in brand names? What is happening to our commitment to individual brands? How can we measure the value added by a brand name? How much value is added by the typical leading brand name? |
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