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...