Posts by Franck Sarrazit, PhD

What is brand equity? How should I measure it?

A strong brand is the single most valuable asset in any business. But what exactly is meant by ‘strong brand’, and how does it relate to the popular concept of brand equity? There are at least two dimensions to this question. Emotionally Strong The first relates to how brands ‘sit’ in people’s minds. This is […]

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How New Tech Is Boosting Brand Trackers, Not Killing Them.

Will digital transformation get the better of ‘old school’ brand tracker or is tech the fountain of youth it badly needed? I have always wondered about marketing’s apparent ‘fascination’ with death. If we are to believe those click-bait headlines, almost all non-digital marketing is on the brink of death these days. From traditional media channels […]

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