| 摘要 |
Methods, systems and computer program products for measuring and tracking brand equity are disclosed. According to one embodiment disclosed, a brand equity value for each of a plurality of brands in a market category is obtained ( 210 ) and an index value for each of the plurality of brands is calculated ( 220 ). Each index value is representative of a difference between a corresponding brand equity value and a reference brand equity value for the market category. A brand equity index for the market category is generated based on the index values ( 230 ). The brand equity values may be obtained by identifying key features in the market category, designing choice experiments based on a plurality of brands in the market category and the key features, obtaining data relating to the plurality of brands using the choice experiments, developing choice models from the data, and determining a brand equity value for each of the plurality of brands using the choice models.
|
