How to Measure Brand Equity

How to Measure Brand Equity

WHAT’S IT WORTH?

Most authorities agree that brand equity is the commercial value that “derives from consumer perception of the brand name of a particular product or service, rather than from the product or service itself.” But how do you measure brand equity? First, let’s get a hint...
Risking Brand Failure to Sell More Suds

Risking Brand Failure to Sell More Suds

I WANT MY BUD BACK

If you spent several decades building a brand name, would you change it for a 6-month perceived market advantage? And then go back to the name you tirelessly built over all those years? Well, that’s just what Anheuser-Busch is planning to do with their Budweiser...