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
'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