Measure to Manage
Ove Haxthausen and Pankaj Kumar
AMA | Resource Library | Marketing Insights
An actionable model for breaking free from the brand-equity paradox
The old adage, “What gets measured gets managed,” has long been a motive for brand-conscious companies to establish programs to measure one of their most important assets: their brands.
Yet in recent years, we have seen increasing uneasiness around measuring, and hence managing, brands. As an example, a senior executive of a leading consumer goods manufacturer recently asked us for a definition of brand equity. We were surprised at the request. Since brands and brand equity are at the very center of that company’s business model, we had assumed that the concept of brand equity was well-defined, understood and measured.