Brand Equity Management System
A brand equity measurement system is a set of research procedures that is designed to provide timely, accurate, and actionable information to marketers so that they can make the best possible tactical decisions in the short run and strategic decisions in the long-run.
There are two ways forward in designing measurement system.
- One such measurement system relies on indirect method, where in emotional level changes in consumer are sorted and recorded.
- Other system rather relies on direct measurement method where in consumer response towards brand in terms of sales etc are measured and analyzed.
A system design to effectively measure source and outcome of branding strategies there by providing a set of information, which can be delivered to concern decision makers to act on, is called a brand equity measurement system.