Developing an objective customer-market measure of brand equity with a longitudinal perspective

This research responds to the need for objective measures of brand equity, containing incremental information to the financial measures. It is grounded in Keller and Lehman’s (2009) theory of maximising long-term brand persistence and growth, and Keller’s (2013) definition of brand equity. The paper develops a robust and objective measure of brand performance and brand equity, applicable across different industries. Brand performance and brand equity were measured on a 10-year base. To study the brand equity behaviour pre and post GFC, we conducted a longitudinal analysis of data collected from COMPUSTAT over 10 years, from 2002 to 2011. Four industries including airline, banking, department stores, and insurance were studied to improve the model generalizability.1 page(s