The Brand Recall Index: a metric for assessing value

Abstract

PurposeIn this article, the purpose is to discuss the Brand Recall Index (BRI) as an easily implementable marketing metric to assess the brand equity for any brand specific to an identified segment.Design/methodology/approachTwo quasi‐experimental timed surveys were conducted to assess the robustness of the Brand Recall Index (BRI).FindingsFindings demonstrate assessment potential of the BRI.Research limitations/implicationsThe study demonstrates the viability of BRI as a managerial measure; however, it does not necessarily demonstrate downstream nomological validity. Future research could address the influence of changing mindshare, as uncovered by BRI, on market share for a brand.Practical implicationsOngoing assessment of BRI will enable brand managers to track a brand's evolving mindshare in identified segments and allow them to take corrective action.Originality/valueThis paper develops an easily implementable index to measure brand value–an intangible yet critical asset for any firm.

The 4 I’s of Entrepreneurship: A Study of the Entrepreneurial Perspectives behind A Failed Large-Scale Distributed Research Infrastructure

“…This may have prevented mindsharing from becoming consolidated throughout the formation process (Aaker, 1996;Acuña, 2012;Azevedo, 2005;J. Griffin, 2009;Holt, 2016;Krishnan, Sullivan, Groza, & Aurand, 2013;Stevens, 2003). This, in turn, would also put an end to the collective entrepreneurship that had up till that point characterised BBMRI.se, in which the motivations and drivers of the initiators/managers, as well as their respective recollections of the same, were instrumental features (Cardon, Post, & Forster, 2017;Czarniawska-Joerges & Wolff, 1991;Sakhdari, 2016).…”

“…To this effect, there is some contrasting academic support for the notion that mindsharing is actually built up incrementally through a series of different phases and that it occurs across different segments (Acuña, 2012;J. Griffin, 2009;Krishnan et al, 2013). As such, there are several steps involved in consolidating a brand forming experience.…”

Brand equity, online reviews, and message trust: the moderating role of persuasion knowledge

“…A strong brand with significant equity provides a firm higher customer loyalty, less vulnerability to competitive marketing actions and marketing crises, large margins, more favorable customer responses to price increases and decreases, more significant trade or intermediary cooperation and support, increased marketing communication effectiveness and better licensing and brand extension opportunities (Keller, 2001; Espinosa et al , 2018). Moreover, strong brands also enjoy higher levels of brand recognition and brand recall, two important building blocks of consumer-based brand equity (Ahn and Ferle, 2008; Krishnan et al , 2013). Thus, past research emphasizes the importance of having brand names that help generate easy brand recall and recognition (Lerman and Garbarino, 2002).…”

The evaluation of a brand association density metric

“…We conceptualize and evaluate a new aggregate-level brand association density measure that combines the number and inter-connectedness of associations into one measure, and we evaluate its reliability and correlations with relevant business metrics such as unaided recall, consideration, attitudinal brand equity and market shares. Unaided recall has been proposed as an important element of CBBE (Cohen, 1966;Alba and Marmorstein, 1987;Nedungadi, 1990;Esch et al, 2012;Krishnan et al, 2013). Consideration has been studied in the literature as an important step in consumer decision-making as well (Nedungadi, 1990;Ballantyne et al, 2007;Veloutsou et al, 2013).…”