A new measure of brand attitudinal equity based on the Zipf distribution.

In this paper the authors present a parsimonious measure of attitudinal equity for all brands in a survey at respondent level. Their purpose is to provide marketing researchers with a survey-based measure of brand strength that is attitudinally pure and can therefore be used with confidence for modelling purposes. The authors validate the measure against typical 'within survey' metrics, but also against individual behaviour as established in diary and scanner panels. In both cases, they show that the measure correlates strongly with the way that each person in the survey distributes her/his share of wallet across brands in a category. The measure outperforms other attitudinal indicators of brand strength both in terms of 'within survey' validation and in terms of ex-survey panel data. [ABSTRACT FROM AUTHOR]