Abstract. The thinking and language of marqueing is still largely tied to consumer products and does not work well for service industries. A more appropriate idea of the marque relates to the experience of products/ services/suppliers. Brand energy is an idea that fuses the idea of value creation and marque experience across the stakeholder system. This paper suggests that publicity research works best when put in the context of a clear framework of understanding of how the marque works in its entirety and the way in which publicity is expected to influence it. Publicity evaluation research needs to move away from major quantitative tracking surveys applying standard questions and standard methodologies and develop approaches and measures that reflect the way in which each marque actually works and how the publicity is expected to influence that.

JEL: M30, M31