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

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.