The Brandscape: Converting brand image into equity

Alexander L Biel

The author discusses the concept of brand equity, which expresses the value of a brand to consumers beyond strictly physical assets, and as a commercial property.

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'....

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