Building Brand Equity by Managing the Brand's Relationship

This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a 'classic' - an article that has withstood the test of time.

Observations: Building Brand Equity by Managing the Brand's Relationships

Max Blackston DCI/Research International

One of the older and simpler definitions of Brand Equity was the one coined by David Oglivy, when he said many years ago:

A brand is the consumer'sideaof a product.

This could be thought of as the first principle of brand equity - that a brand is different from a product and that the difference is something with which it is invested by the consumer. Most definitions of brand equity concentrate on this difference.

Although it is the incremental, added-value qualities that make brand...

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