Do we need a broader definition of brand equity? Developing a stakeholder conceptualisation of brand equity

This article argues that the traditional notion of brand equity, based on consumer awareness and attitudes and anticipated earning potential, needs expanding to take in all a company's stakeholders.
  

Do we need a broader definition of brand equity? Developing a stakeholder conceptualisation of brand equity

Richard JonesCopenhagen Business School

INTRODUCTION

This paper joins the current discussion about the pressures on for marketing to become more financially orientated (Doyle, 2000a; Brodie, Glynn, & Durme, 2002). It looks at the concept of brand equity, as one of the few marketing tools that attempts to put a monetary value on marketing activities, as a way forward. However, rather than focusing narrowly around customer response or franchise this paper proposes a broader definition which reflects contemporary concerns with firms' stakeholder...

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