Brand Measurement Methods

25 Pages Posted: 8 Mar 2019

See all articles by Kimberly Whitler

Kimberly Whitler

University of Virginia - Darden School of Business

Ellen Regan

University of Virginia - Darden School of Business


While the importance of developing a superior brand is a common goal across firms, a key challenge marketers face is the measurement of a brand. What does it mean to measure a brand? It is about the worth of the brand? Is it about the target consumer's perception? Or is it about how well known the brand is? The purpose of this tech note is to: (1) create a conceptual model framing the ways in which brands can be measured, (2) describe the key measurement methods, and (3) provide commonly used examples for each measurement method.



Feb. 21, 2019

Brand Measurement Methods

Brands—whether product, service, retail or corporate, consumer or business-to-business—are demonstrably the most important and sustainable asset any organization has.

—Rita Clifton

As Peter Drucker said, “The purpose of a business is to create a customer.” The conduit through which a customer is created is the brand, and as such, developing strong brands is a priority across most firms and industries. As an example of the importance of brands, consider the following perspective provided by investment firm Fidelity to investors on the consumer discretionary industry.

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Keywords: brand measurement, branding, consumer behavior, marketing tools

Suggested Citation

Whitler, Kimberly and Regan, Ellen, Brand Measurement Methods. Darden Case No. UVA-M-0920. Available at SSRN:

Kimberly Whitler (Contact Author)

University of Virginia - Darden School of Business ( email )

1400 University Ave
Charlottesville, VA 22903
United States


Ellen Regan

University of Virginia - Darden School of Business

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

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