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Appears in Collections:Marketing and Retail Journal Articles
Peer Review Status: Refereed
Title: The mind versus market share guide to brand equity
Author(s): Baker, Colin
Nancarrow, Clive
Tinson, Julie
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Keywords: Brand name products
Intangible property
Issue Date: 2005
Date Deposited: 17-Apr-2013
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.
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