++Adaptive Intelligence ++Brand Measurement

ITNOW ◽  
2013 ◽  
Vol 55 (4) ◽  
pp. 49-49
Keyword(s):  
Brand Measurement

The Science of the Brands: Alchemy, Advertising and Accountancy

2003 ◽  
Vol 45 (2) ◽  
pp. 1-27 ◽  
Author(s):  
Anthony Tasgal
Keyword(s):  
New Products ◽  
Cutting Edge ◽  
Failure Rates ◽  
Creative Development ◽  
Brand Measurement ◽  
Science Of Management

This paper explores whether there are any guiding reasons for the loss of heart that seems to have afflicted Marketing and its various sub-disciplines over the last few years. Just witness the outpouring of dismal negativity that is unleashed on podia and in books with greater and greater frequency. Marketing practitioners bemoan the failure rates of new products, or the glacial speed of developing new products to market; agencies lament that they are not producing cutting-edge ideas for their clients, who are in turn putting their best ideas to the sword of research; Creatives, most usually at the sharp end of this sword, turn to their Planners to get them out of this Research and Destroy Culture. Planners then pass the buck to the Market Researchers accusing them of bringing nothing new to creative development or brand measurement since whenever. What lies beneath this malaise, it is believed, is a rearguard belief in the science of management and marketing which is deeply flawed in two ways as discussed in the paper.

scholarly journals A scale for CEO personal brand measurement

2017 ◽  
Vol 48 (2) ◽  
pp. 23-32
Author(s):  
Hai-Ming Chen ◽  
Hsin-Mei Chung
Keyword(s):  
Pilot Study ◽  
Chief Executive Officer ◽  
Boards Of Directors ◽  
Chief Executive ◽  
Halo Effect ◽  
Business Leaders ◽  
Personal Brand ◽  
Brand Measurement ◽  
Key Dimensions ◽  
Reliable Scale

A Chief Executive Officer (CEO) is important for the image and culture of a business. His/her personal brand improves the brand of the business and also has a halo effect on customers and employees both present and potential. In order to better understand the effects that a CEO’s personal brand may have on a business, it is necessary to identify the key dimensions or variables that determine personal brand for business leaders. Most of the research on personal brand so far has been restricted to the area of how to build up one’s own personal brand. In this article personal brand is conceptualized as a multi-dimensional cognitive affective phenomenon. The current research presents a pilot study suggesting a seven-dimension scale to measure a CEO’s personal brand. This unique, reliable scale is viable and could assist boards of directors in confirming whether a CEO’s personal brand meets the expectations of the enterprise.

scholarly journals The relationship between brand love and actual brand performance

2016 ◽  
Vol 33 (6) ◽  
pp. 806-824 ◽  
Author(s):  
Lia Zarantonello ◽  
Marcello Formisano ◽  
Silvia Grappi
Keyword(s):  
Brand Attitude ◽  
Future Research ◽  
Brand Performance ◽  
Brand Love ◽  
Content Type ◽  
The Usa ◽  
Brand Measurement ◽  
Relationship Of ◽  
The Relationship ◽  
Cross National

Purpose The purpose of this paper is to examine the different relationship that brand love, compared with brand attitude, has with actual brand performance in a cross-national and cross-category context. Design/methodology/approach An empirical study was conducted in the USA, Russia and Indonesia to develop and validate a short but comprehensive measure of brand love. A brand attitude measure derived from the company’s tracking studies and behavioural measures derived from panel data were used to examine the different relationship of brand love and brand attitude with brand performance. Findings The findings show that consumers in the USA, Russia and Indonesia share a similar concept of brand love. They also show that brand love, compared with brand attitude, is more strongly related to growth in behavioural loyalty, whereas brand attitude, compared with brand love, is more strongly related to the brand size in the present. Research limitations/implications The paper combines psychological and behavioural data from different sources. Future research may collect both types of data from the same sample of consumers. Besides, the paper uses brand love and brand attitude data related to loyal consumers and users, respectively. Future research may consider both types of consumers simultaneously. Practical implications The paper clarifies why brand love measures should be integrated in a company’s brand measurement system, and their specific contribution compared with brand attitude. Originality/value This paper is the first that examines brand love in a cross-national and cross-category context and that shows the relationship of brand love vs brand attitude with actual brand performance using company/industry-derived data.

scholarly journals Value-based brand measurement and management

2003 ◽  
Vol 5 (1) ◽  
pp. 40-50 ◽  
Author(s):  
Jonathan Knowles
Keyword(s):  
Brand Measurement

You can’t govern if you don’t measure

2019 ◽  
Vol 12 (4) ◽  
pp. 545-565
Author(s):  
Magdalena Florek ◽  
Marta Herezniak ◽  
Anna Augustyn
Keyword(s):  
Measurement System ◽  
Public Management ◽  
Place Branding ◽  
City Branding ◽  
Reliable Measurement ◽  
Potential Measurement ◽  
Content Type ◽  
City Brand ◽  
Measurement Framework ◽  
Brand Measurement

Purpose The purpose of the study is to verify the theoretical assumptions based on literature review regarding the issue of brand effectiveness evaluation and the potential measurement framework, as well as to provide insights into the nature of effectiveness measurement of city brand strategies. The findings are considered important foundations for designing a place branding measurement system, which is the next step and final purpose of the author’s research project. Design/methodology/approach A total of 12 international academic experts from eight countries (in four continents) were individually interviewed. A semi-structured individual interview was applied as a research method. Sampling was purposive and the respondents represented the fields of marketing, place branding and public management. The standardized set of 19 open-ended questions was categorized into four themes (city brand effectiveness, methodology, measurement process and indicators). Findings The measurement of effectiveness of city branding should be treated as a strategic endeavor; however, it is a complex issue where political, social and methodological challenges overlap. Barriers to the development of a well-functioning measurement system include: too narrow understanding of what brand is, lack of knowledge or culture of measurement, conflicting political interests, reluctance to involve internal stakeholders, insufficient funding and complexity of the brand itself. The reliable measurement system should be characterized by attributes such as simplicity and durability, stakeholder inclusion, political rationale, adjustment to the specificity of the city and the independence of the measuring body/institution. Originality/value Up-to-date, common standards or universal measurement frames of the place branding measurement system do not exist. No discussion can be found in the literature on how such a system should be designed and implemented. Opinions of the experts interviewed provide important insights into the components and conditions of the reliable measurement system that would meet both methodological standards and practical needs. Further studies and analyses are however necessary to eventually compose the optimal city brand measurement system.

Employer brand equity measurement

2016 ◽  
Vol 15 (1) ◽  
pp. 29-33 ◽  
Author(s):  
Dmitry Kucherov ◽  
Violetta Samokish
Keyword(s):  
Brand Equity ◽  
Design Methodology ◽  
Brand Awareness ◽  
Target Groups ◽  
Content Type ◽  
Brand Evaluation ◽  
The Core ◽  
Brand Measurement ◽  
Employer Brand ◽  
Practical Implications

Purpose – This paper aims to assess the value of the employer brand through employer brand equity. Design/methodology/approach – Based on the model of employer brand equity by B. Minchington, the core employer brand assets (employer brand awareness, associations, loyalty, perceived employment experience) for three large companies are measured and the total employer brand equity strength is evaluated. Findings – The paper demonstrates a quantitative approach to employer brand evaluation. It takes into account the core target groups of the employer brand and could be the integrated tool for the assessment of the employer brand equity strength and its separate assets. Practical implications – In the paper, the universal formula for total employer brand strength evaluation is proposed. It provides evidence that employer brand needs to be measured systematically and depending on the value of its particular assets different employer brand activities should be intervened. Originality/value – The value of this paper is to provide the human resource team with a holistic set of tools for employer brand measurement to comprehend the competitive position of the company as an employer on the labor market.

A repeatable method for determination of carboxyhemoglobin levels in smokers

1998 ◽  
Vol 17 (1) ◽  
pp. 29-34 ◽  
Author(s):  
Carr J Smith ◽  
Thomas D Guy ◽  
Mitchell F Stiles ◽  
Michael J Morton ◽  
Barbara B Collie ◽  
...  
Keyword(s):  
Carbon Monoxide ◽  
Daily Variation ◽  
Test Session ◽  
Time Of Day ◽  
Additional Test ◽  
Stable Conditions ◽  
Measurement Session ◽  
Brand Measurement ◽  
Ad Libitum

Fourteen male smokers participated in ten afternoon test sessions to determine the daily variation in expired breath carbon monoxide (CO), and whole blood percent carboxyhemoglobin (%COHb), hemoglobin and hematocrit levels. Each individual's test session was conducted at approximately the same time of day to estimate CO-related measures under relatively stable conditions. Subjects smoked ad libitum prior to testing. The `usual brand' cigarette was smoked during the first measurement week (sessions 1-5 held on Monday through Friday) and a research cigarette prototype which primarily heats rather than burns tobacco (TOB-HT) was smoked by 12 of the 14 subjects for 3 weeks prior to and during the second measurement week (sessions 6-9 held on Tuesday through Friday). Following the last `usual brand' measurement session, subjects completed 21 days of ad libitum smoking of the TOB-HT cigarette before starting sessions 6-9 to allow acclimation to the TOB-HT research cigarette. Following session 9, 11 of the 14 subjects continued to smoke the TOB-HT cigarette for an additional 3 weeks and then participated in an additional test session (session 10). The data indicate that daily measurements of afternoon%COHb and expired breath CO values for an individual are reproducible when using this protocol. Carboxyhemoglobin and expired breath CO levels were elevated by 24.4 and 30.6%, respectively, after switching to the TOB-HT cigarette. This increase was not due to an increase in the number of cigarettes consumed since the subjects smoked an average of 21 cigarettes prior to the measurement session when smoking either their `usual brand' or the TOB-HT cigarette.

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