What is brand equity anyway, and how do you measure it?

This paper examines what is meant by the term 'brand equity'. It identifies three distinct uses of the expression; brand value - the total value of a brand as a separable asset; brand strength - a measure of the strength of consumers' attachment to a brand and brand description - a description of the associations and beliefs the consumer has about the brand.

What is Brand Equity Anyway, and How Do You Measure It?

Paul Feldwick, BMP DDB

'What is the answer to the question being asked incocktail lounges, all the time, all over America – 'What is brand equity anyway, and how do

This paper won the Best Paper Award at The Market Research Society Conference 1996

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