Please use this identifier to cite or link to this item: http://hdl.handle.net/1893/11975
Appears in Collections:Marketing and Retail Journal Articles
Peer Review Status: Refereed
Title: The mind versus market share guide to brand equity
Authors: Baker, Colin
Nancarrow, Clive
Tinson, Julie
Contact Email: j.s.tinson@stir.ac.uk
Issue Date: 2005
Publisher: World Advertising Research Center for the Market Research Society
Citation: Baker C, Nancarrow C & Tinson J (2005) The mind versus market share guide to brand equity, International Journal of Market Research, 47 (5), pp. 525-542.
Abstract: The possibility of using a simple, single measure of brand potential across different markets that is both conceptually meaningful and of value to management is presented. Building on the Dick and Basu grid, the value of establishing whether a brand exhibits brand equity surplus, deficit or balance is described. 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. The approach has supporting validations across North America and Europe. The value to marketers in terms of brand diagnosis, prognosis and recommended ‘treatment' is described using two case studies.
Type: Journal Article
URI: http://hdl.handle.net/1893/11975
URL: http://www.mrs.org.uk.ezproxy.stir.ac.uk/ijmr_article/article/80563
Rights: The publisher does not allow this work to be made publicly available in this Repository. Please use the Request a Copy feature at the foot of the Repository record to request a copy directly from the author. You can only request a copy if you wish to use this work for your own research or private study.
Affiliation: Stethos International
University of the West of England
Marketing and Retail Division

Files in This Item:
File Description SizeFormat 
Tinson_2005_The_mind_versus_market_share.pdf106.95 kBAdobe PDFUnder Embargo until 31/12/2999     Request a copy

Note: If any of the files in this item are currently embargoed, you can request a copy directly from the author by clicking the padlock icon above. However, this facility is dependant on the depositor still being contactable at their original email address.

This item is protected by original copyright



Items in the Repository are protected by copyright, with all rights reserved, unless otherwise indicated.

If you believe that any material held in STORRE infringes copyright, please contact library@stir.ac.uk providing details and we will remove the Work from public display in STORRE and investigate your claim.