TY - JOUR
AU - Feldwick, Paul
AB - What is brand equity anyway, and how do you measure it? Paul Feldwick Source: Int. Journal of Market Research, Vol. 38, No. 2, 1996 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. Each of these concepts is discussed with reference to the literature on the subject. Paul Feldwick, BMP DDB 'What is the answer to the question being asked in cocktail lounges, all the time, all over America – Thornton C. Lockwood, Communications Research Manager, AT&T INTRODUCTION - FROM BRAND IMAGE TO BRAND EQUITY Brands have been a major aspect of marketing reality now for over a hundred years. The theory of branding came some time later. David Ogilvy was talking about the importance of brand image as early as 1951 (quoted in Biel 1993). It was first fully articulated, as far as I know, by Burleigh Gardner & Sidney Levy in their classic 
TI - What is Brand Equity Anyway, and how do you Measure it?
JF - Market Research Society. Journal.
DO - 10.1177/147078539603800201
DA - 1996-03-01
UR - https://www.deepdyve.com/lp/sage/what-is-brand-equity-anyway-and-how-do-you-measure-it-9MOByscXWG
SP - 1
EP - 17
VL - 38
IS - 2
DP - DeepDyve
ER -