The mind versus market share guide to brand equity

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. http://www.mrs.org.uk.ezproxy.stir.ac.uk/ijmr_article/article/80563

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.

Keywords
; Brand name products; Intangible property

Journal
International Journal of Market Research: Volume 47, Issue 5