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, brand equity is more accurately measured by MBO’s methodology. I tend to favour Likert scales and analyse the connection with vision—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. Posted by Jack Yan, 12:22  permalink

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