TY - JOUR T1 - In Search of True Brand Equity Metrics: All Market Share Ain't Created Equal JF - Journal of Advertising Research JO - J Advert Res SP - 171 LP - 186 DO - 10.1017/S0021849905050191 VL - 45 IS - 2 AU - Thomas J. Reynolds AU - Carol B. Phillips Y1 - 2005/06/01 UR - http://www.journalofadvertisingresearch.com/content/45/2/171.abstract N2 - The elusive notion of brand equity is operationalized in a “share tiering” framework with a combination of multiple constructs: (1) relative barrier or brand price, (2) brand quality perceptions, (3) brand purchase loyalty, and (4) self-report future brand purchase trend. This general measurement framework for “true” brand equity when applied longitudinally permits the evaluation of markerting ROI. Recommended measures for the “share tiering” approach to brand equity measurement are illustrated using the cola category as an example. ER -