ITSMA Brand Equity Index | IT Services Marketing Association

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Title:

ITSMA Brand Equity Index

Author:

Julie Schwartz

Date Published:

July 2, 2007

Ref. Number:

TB036

Pages:

Description:

The ITSMA Brand Equity Index (BEI) is a tool that gauges brand strength. Used by dozens of companies that participate in ITSMA’s Annual Multiclient Brand Tracking studies, the BEI can be applied two ways:

To measure a firm’s brand equity at a given point in time against competitors
To monitor the trend of a firm’s brand equity over time

This ITSMA Marketing Tool explains how to calculate BEI and what your BEI score means.

More Information

For more information about ITSMA’s Brand Equity Index (BEI) tool or about branding in general, contact Lori Weiner, ITSMA associate vice president of research, at +1-781-862-8500, Ext. 42, or lweiner@itsma.com.

ITSMA Marketing Tools provide guidelines, checklists, tips, and other applications to help improve marketing programs and organizations. They are available to ITSMA members as a benefit of membership. Suggestions for new tools are welcome; please send them to jschwartz@itsma.com.

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