Do we really need 'Brand equity'?

Paul Feldwick

The paper reviews three distinct meanings of the expression 'Brand Equity': financial valuation of a brand, a consumer measure of 'brand strength', or a description of a brand's associations and attributes.

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...

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