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Research papers

Brand equity

The purpose of this paper is to outline an approach for identifying the equity inherent in a brand. It will suggest an approach for estimating brand equity as an economic quantity using a combination of easily measured customer dynamics. It will also...

Catalogue: Seminar 1992: The Challenge Of Branding Today And In The Future?
Author: James A. Taylor
June 15, 1992
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Citation

Taylor, J. A. (1992a, June 15). Brand equity. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/brand-equity-3835