Measuring brand equity

Rory P Morgan

This article discusses `brand equity' and what the term means from the corporate and marketing points of view: the former sees brands as financial assets to be managed, the latter considers what a brand means to the consumer.

Measuring brand equity

For marketers, it has to include 'desirability' - and involves an intriguing new research toolkit

Rory P Morgan

A vague term, 'brand equity' has two different broad meanings. The second, or marketing, significance seems a lot more...

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