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1.3.06

A grand brand ruler 

This month, we should see a new brand measurement system (mentioned at Stefan Liute’s blog, referencing Mark Ritson in Brand Republic). WPP and Millward Brown Optimor are said to have a measurement system that surpasses Interbrand’s well publicized but flawed one, run regularly in Business Week. Apparently, is more accurately measured by MBO’s methodology. I tend to favour Likert scales and analyse the connection with —but this is more useful within a single organization, though at least you get an idea of antecedent and consequence. I’ll be interested to read how MBO did it this month—probably via finding a standard way to convert brand equity measures into a monetary amount, which I am sure was David Aaker’s original motive when he developed his notions.
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Entries from 2006 to the end of 2009 were done on the Blogger service. As of January 1, 2010, this blog has shifted to a Wordpress installation, with the latest posts here.
   With Blogger ceasing to support FTP publishing on May 1, I have decided to turn these older pages in to an archive, so you will no longer be able to enter comments. However, you can comment on entries posted after January 1, 2010.


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