Which all tools brand managers use to measure brand equity?
It depends, what exactly you mean by brand equity? Do you mean the economical value of the asset “brand” (i.e., as a balance sheet’s IA), or measuring the strength of the brand on consumer perception?
There are **vanity metrics** and **actionable metrics** that we use. Mostly vanity metrics are used for the clients and their satisfaction, but you cannot do much about it. They don’t give you much insight. Mostly it is actionable metrics that provide us with actual, usable data. Now, there are multiple tools and methods for collecting actionable data. It all depends upon the industry you’re working with.