Companies need to measure brand equity to make the best tactical and strategic decisions related to this intangible asset. Therefore, this paper develops a measure of brand equity using a formative approach. Unlike previous research, this study proposes a second-order formative model and...

With no universal approach for measuring brand performance, we show how a consumer-based brand measure was developed for corporate financial services brands. Churchill's paradigm was adopted. A literature review and 20 depth interviews with experts suggested that brand loyalty, consumer...

This paper explores the ways that services brand values are communicated to both staff and customers. Values are communicated to employees via overt internal communications, the ripple effect, senior management example/involvement, HR activities and external communications. A number of failure...

This paper explores the creation and launch of a challenger brand in the UK financial services. The challenger was an extension of a more traditional brand. A definition of a challenger brand is proposed. A case study approach is adopted. A model is proposed of the process of brand development...

This paper explores the management of brand saboteurs. The literature emphasises the role of the employee in delivering a service brand, and advocates the cultivation of brand ambassadors. Yet there exist saboteurs, employees who work against the brand, and there is a dearth of literature...

This article examines the pragmatic use of triangulation to assess services brand success, and the theoretical and practical issues faced employing the technique. This is illustrated via a UK case study using triangulation to assess the relative success of services brands, so successful versus...