Brand Equity Research Outcomes 2007
In 2007 the Brand Equity group was responsible for 2 corporate member reports: The Uniqueness of Brands and 10 Facts about Measuring Brand Perceptions. Also in final draft (ready for 2008) is the Pareto Share of Brand Knowledge. The Brand Equity group was also responsible for two new seminars: ‘Demystifying the Pareto share‘ and 'Branding Quality' (to be released as a report in 2008).On the academic front we had 2 research degree completions and 4 journal articles accepted. In addition nine refereed conference papers were presented.
The three core research areas remain:
- How brand equity influences buyer behaviour,
- How marketing activity influences brand equity and
- Brand equity metrics. 2007 saw us also exploring new areas such as Brand Placement.
