Measuring Brand Equity and its Connection to Business Outcomes

This chapter discusses the importance of measuring brand equity and its connection to the brand building versus performance marketing debate. The speakers emphasize that measuring brand equity in terms of financial contribution and the factors driving it is crucial, regardless of the specific definition of brand equity. They introduce familiarity regard, meaning, and uniqueness as predictors of brand equity's contribution to business and describe how these factors reflect the emotional relationship consumers have with a brand. The chapter concludes by mentioning the development of a composite metric called brand love that captures this emotional relationship.