DO WE REALLY NEED 'BRAND EQUITY'?
Paul Feldwick BMP DDB United Kingdom
INTRODUCTION - FROM BRAND IMAGE TO BRAND EQUITY
Brands have been a major aspect of marketing reality now for over a hundred years. The theory of branding came some time later. David Ogilvy was talking about the importance of Brand Image as early as 1951 (quoted in Biel, 1993). It was first fully articulated, as far as I...