The …. space …. between …. words. The application of a new model of communication to quantitative brand image measurement

This paper was written in response to an increasing number of requests by marketing people to provide an answer to the question “What is the essence of my brand?” Many of these queries come from companies who already have vast amounts of qualitative research, tracking information on advertising awareness and brand imagery, in addition to continuous data of various types. None of these seem to be able to provide a measurable understanding of the emotional values which shape the consumer‐brand relationship.