Gartner Research

Optimizing Brand Equity Measurement Strategies

Published: 01 March 2018

ID: G00355773

Analyst(s): Market Insights and Analytics Research Team

Summary

In this research, we answer the question "What are alternatives to expensive and complex legacy brand equity tracking?" Heads of Market Insights can optimize their organizations’ brand equity measurement strategies by tracking the metrics that affect sales the most and focusing on the brand’s users. These strategies will reduce tracking complexity and improve customer perception.

Table Of Contents

More Detail

Track the Metrics that Matter Most

Focus on Users of Your Brand – Not the Buyers

Recommended by the Authors

References

©2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client