search query: @indexterm CONSUMER RESEARCH / total: 600
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| Author: | Feldwick, P. |
| Title: | What is brand equity anyway, and how do you measure it? |
| Journal: | Journal of the Market Research Society
1996 : APR, VOL. 38:2, p. 85-104 |
| Index terms: | BRANDS CONSUMER RESEARCH PRICE POLICY |
| Language: | eng |
| Abstract: | 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. |
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