A Compendium of Brand Measurement
Jon Montgomery and Michael Lieberman
Brand equity is one of the more popular concepts in marketing today. It is also one of the most overused and misused terms in marketing research, and the subject of much fuzzy thinking. In fact, there are several definitions of brand equity, all of which stem from the concept of 'brand'.
A useful definition is that a brand is the sum total of all that is known, thought, felt and perceived about your company, service or product. Branding, then, is the process of making products and companies into...