BrandAsset® Valuator
It is very important to measure and assess a company’s brand health and value on a regular basis. The information gathered from this measurement can be used to change necessary directions, allowing one to focus more closely on those areas that require improvement to maintain a healthy brand.
In early 2003, the Brand and Membership department of the National Office contracted with Landor Associates, a leading brand-consulting firm, to assist AAA in measuring our brand health on a yearly basis from an association level. From our work with Landor, a brand measurement tool was adopted and referred to as the BrandAsset® Valuator.
See the BAV Resources panel to obtain tools that will help you to better understand the association brand measurement initiative.
Additional questions regarding the BrandAsset®
Valuator may be addressed to:
Steve Diedrich
Director, Market Research
(407) 444-7645 or
sdiedrich@national.aaa.com.
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