Although building, increasing and maintaining a long-term oriented brand equity is key for companies, they often solely measure short-term oriented impact of their marketing activities on sales- or brand based metrics. In this paper, we review the theoretical background of long-term oriented brand equity constructs and use interviews with brand equity managers to outline its inferred practical measures. We also present scientific methods to model advertising dynamics over time and across different media channels and discuss challenges in its implementation.
Chair of Digital Marketing
New article "Long-Term Brand Equity Measurement - Status Quo and Challenges" appeared in "Transfer"
