Quite the opposite, boosting brand guarantee stays perhaps one of the most important purchases tasks. And therefore function it should be dependably counted and you can tracked. The task are greatly complicated-but not made hopeless-by bottom line one to brand equity may differ substantially from customer so you can consumer. In the sidebar “Brand name Collateral on Design out of One thing,” we identify in detail a workable means. They starts with a technique permitting executives understand the drivers from consumer collateral while the the total amount to which brand name guarantee influences customers’ to acquire choices (much more in a number of markets than in anyone else). The process next relates to an analysis of your drivers from brand name equity.