Additive versus inclusive approaches to measuring brand equity: Practical and ethical implications

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In this Subject: Business
By this author: Abela A.

Author: Abela A.

Source: The Journal of Brand Management, Volume 10, Numbers 4-5, May 2003 , pp. 342-352(11)

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Abstract:

To date, there has been little consideration of the ethical dimensions of specific brand management practices. This paper examines different approaches to measuring brand equity and argues that the choice of measurement approach has ethical implications. It contrasts what have been previously defined as additive and inclusive approaches to brand equity definition and measurement. It then argues that inclusive approaches to brand equity measurement are preferable to additive ones because they enable us to work with a much broader concept of brand, and because additive approaches can predispose marketers towards unethical activity.

Keywords: brand; valuation; equity; electronic; management; e-branding; e-tailing; management; international; Internet; marketing; measurement; personality; consumers; advertising; fast moving; consumer goods; FMCG; brand-building; strategy