According to Millward Brown, how is brand predisposition measured?
What will be an ideal response?
Millward Brown asserts that this brand predisposition is measured by three brand equity metrics: power, premium and potential. People are predisposed to choose the brand over others. This will drive brand volume, so power predicts volume share based entirely on perceptions, absent of activation factors. People are predisposed to pay more for the brand. This will allow the brand to charge more, so premium predicts the price index your brand can command.
Potential indicates the likelihood of value share growth for the brand in the next 12 months, based on people's predisposition to stick to the brand or try it in the future.
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What will be an ideal response?
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