The Mind Versus Market Share Guide to Brand Equity

Colin Baker
Stethos International

Clive Nancarrow
University of the West of England

Julie Tinson
University of Stirling

INTRODUCTION

The search for meaningful measures of current brand performance and, in particular, performance potential has covered many areas but brand equity is one, in particular, that has attracted considerable interest. Since the mid-1980s, brand equity has been a major focus of interest among both practitioners and academics, with hundreds of journal papers listed on electronic databases such as WARC, Business Source Premier and Emerald, and many texts including those by Leuthesser (1988), Aaker (1991), Landis (1991), Aaker and Biel (1993), Kapferer (1997; 2004), Keller (1997; 2004), Giep (1999) and Feldwick (2002).