Managing Tomorrow's Brands: Moving from Measurement towards an Integrated System of Brand Equity

Ipsos' "Managing Tomorrow's Brands" paper describes a new, comprehensive brand research framework developed by Ipsos that can be used to determine the impact of brand positionings, price, and loyalty on consumer choices. Based on R&D conducted by Ipsos, the new framework focuses on the brand's DNA, specifically its Body (functional properties and brand image) and Soul (emotional needs and personality). Moreover, the paper summarizes Ipsos' key learnings about brand equity and brand building that serve as the foundation of this new model and lays out a path for future innovation in the area of brand research.

Please note that this is a pre-print of an article published in the Journal of Brand Management, Volume 17, September 2009. The definitive publisher-authenticated version of "Managing Tomorrow's Brands: Moving from Measurement towards an Integrated System of Brand Equity" is available online at http://www.palgrave-journals.com/bm/journal/v17/n1/index.html

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