Article

Brand Equity

Sandra Moriarty and Giep Franzen

in Communication

ISBN: 9780199756841
Published online June 2012 | | DOI: http://dx.doi.org/10.1093/obo/9780199756841-0085
Brand Equity

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Brands, particularly superbrands like Ivory, Nike, and Mercedes-Benz, are important to companies because they add value for their owners, as well as for their customers. How does a brand add to a balance sheet? Brand equity measurement is defined, ultimately, by how one defines brand equity. That definition should have pragmatic value, effectiveness, and efficiency; the brand equity scores should give guidance to improve the branding. There are multitudes of ways in which brands can deliver different aspects of brand equity, and a brand might be strong on several counts. It is important, however, to identify which approach offers the most leverage for a specific brand. This will differ from brand to brand, category to category, and country to country. This review focuses on two basic approaches to brand equity: one explains the customer-focused brand equity dimensions, and the other explains market-focused brand equity factors. It concludes with an analysis of the way customer focus and market focus dimensions interact. A final section reviews various research methods used to analyze and calculate brand valuation.

Article.  8711 words. 

Subjects: Communication Studies

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