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Measuring and Managing Brand Love: The BERA Platform

In: Consumer Brand Relationships

Author

Listed:
  • Ryan Barker
  • Jeffrey Peacock

Abstract

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.

Suggested Citation

  • Ryan Barker & Jeffrey Peacock, 2015. "Measuring and Managing Brand Love: The BERA Platform," Palgrave Macmillan Books, in: Marc Fetscherin & Tobias Heilmann (ed.), Consumer Brand Relationships, chapter 11, pages 243-260, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-42712-0_12
    DOI: 10.1057/9781137427120_12
    as

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