Using actual consumer choice data from a single-source scanner panel, we construct two measures of brand value which … capture different aspects of brand equity. Brand Value measures perceived quality, the value assigned by consumers to the … brand, after discounting for current price and recent advertising exposures. Brand Intangible Value isolates the component …

(e.g., identification of consumer segments in terms of brand preferences and socio­economic characteristics) along with … strategic diagnostics of the product­ market (e.g., the sensitivity of the market to price promotions, impact of a brand …'s strategy on competitors, vulnerability of the brand to competitive actions) …

Household basket data contain important information about the structure of brand preferences both within and across … to brand preferences. The approach provides insights into the competitive structure of brands within each product … national brand name preferences for four paper goods categories. We discuss implications for joint promotion, product bundling …