How to build brand equity

Hamish Pringle

A brand can be defined as a promise in the customer's mind, with brand equity as the sum of the constituent ingredients of that promise.

How to build brand equity

Hamish PringlePringle+Pringle

Go to: Executive summary

Go to: Where to start

Go to: Essentials

Go to: Reminder checklist

Go to: Leading case studies

Go to: References & further reading

Executive summary

A brand can be defined as a promise in the customer's mind, with brand equity as the sum of the constituent ingredients of that promise. This Best Practice paper looks at the way that brands can create and, often unknowingly, damage brand equity. It discusses how to define a brand's equity systematically, how to budget appropriately to support it, and how companies risk...

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