HCBE Faculty Articles

Title

Drive ROMI by Tying Brand Equity to Consumers

Document Type

Article

Date

11-2006

Publication Title

Marketing News

Volume

40

Issue

19

First Page

19

Last Page

20

Description

The article discusses the importance of brand equity when trying to measure the return on marketing investment (ROMI). According to the article, the changes in brand equity drives customer behaviors, because the brand equity change is the result of investments in the marketing mix. The article asserts that marketers need a new model of ROMI, that puts together financial performance with customer purchasing behaviors influenced by changes in brand equity.

This document is currently not available here.

Peer Reviewed

Find in your library

Share

COinS