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| Author: | Srivastava, R.K. |
| Title: | Measuring brand strategy: Can brand equity and brand score be a tool to measure the effectiveness of strategy? |
| Journal: | Journal of Strategic Marketing
2009 : DEC, VOL 17:6, p. 487-497 |
| Index terms: | marketing brand names strategy effectiveness products fast food industry drinks industry restaurants telecommunication service |
| Language: | eng |
| Abstract: | This paper explores the approach to measurement of strategy (henceforth as: str.) through application of brand score (here as: b-scr.) and brand equity (as: b-eqt.) as a tool. There are two phases, by calculating 1. b-scr. by 150 postgraduate management students, and 2. b-eqt. using the same respondents for the same brands. Selected were the top three brands in food, cold drink and telecommunication service provider segments. Higher McDonald's b-scr. also had higher b-eqt. index when compared to Domino's and Pizza Hut. It means str. is working quite well as reflected in two measurable tools. The individual component study for b-scr. and b-eqt. index can give insight on impact of str. on these two measurable approaches of strategy etc. |
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