The Brandscape
Converting brand image into equity
Alexander L Biel
Brand equity expresses the value of a brand to consumers beyond strictly physical assets, and as a commercial property. Defining strong brands; how brand images drive brand equity.
Ever since David Ogilvy focussed attention on the concept of brand image in the 1950s, marketers have struggled to come to grips with the idea. Ogilvy declared:
'... every advertisement must be considered as a contribution to the complex symbol which is the brand image - as part of the long-term investment in the reputation of the brand'....