The 64 measures obtained are combined to measure brand strength (uniqueness of the brand promise and perceived relevance to meet consumer demands) as well as brand stature (the depth of consumers’ familiarity with the brand and the level of esteem in which they hoid that brand). The subset of data used here includes the top |50 brands in 12 product categories across eight maior markets in terms of brand strength. This resulted in a total 01727 individual brands. Of the 727 total brands