ABSTRACT
In the previous chapter I described the characteristics of five universal brand relationships, which are essentially product category neutral, and which hence provide a more generalized framework for understanding and managing consumer brand relationships. I also began to explore quantitatively how these universal brand relationships influence consumers’ behavior. In this chapter, I am going a step further by defining and testing a formal statistical model, the principal objective of which is to measure the influence of consumer brand relationships on the size and strength of brand franchises, and ultimately on the value of branded businesses, as reflected in their stock market valuations.
