Abstract:

The paper reviews three distinct meanings of the expression 'Brand Equity': financial valuation of a brand, a consumer measure of 'brand strength', or a description of a brand's associations and attributes. These are separate concepts and the relationship between them is not simple. Various approaches to measuring consumer 'brand strength' are reviewed. A number of different performance measures can be used to evaluate and manage a brand but attempts to reduce these to a single number are artificial. The expression 'brand equity' is confusing and could be dispensed with.