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Published in:
2015 | OriginalPaper | Chapter
Measuring and Managing Brand Love: The BERA Platform
Authors : Ryan Barker, Jeffrey Peacock
Published in: Consumer Brand Relationships
Publisher: Palgrave Macmillan UK
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Philosophically, Brand Equity Relationship Assessment (BERA) is designed to direct attention and sensitivity to relationship-crucial signals between consumers and brands. It connects many indicators that address a fundamental question asked by many marketing and brand managers with whom we have variously worked: “How can we ensure people love or come to love our brand(s)?” And, intriguingly, while brand owners seek deep connection — consumer love — it is often rare for us to find organizations sensitive enough to continually redirect their ‘radar’ in the directions that generate the idyllic state they hope to achieve.