Observations: Building Brand Equity by Managing the Brand's Relationships
Max Blackston DCI/Research International
One of the older and simpler definitions of Brand Equity was the one coined by David Oglivy, when he said many years ago:
A brand is the consumer'sideaof a product.
This could be thought of as the first principle of brand equity - that a brand is different from a product and that the difference is something with which it is invested by the consumer. Most definitions of brand equity concentrate on this difference.
Although it is the incremental, added-value qualities that make brand...