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Brand Equity: An Overview
Farris, Paul W.;
Gregg, Eric A.;
Chinn, Brandon;
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Overview
This note was written as an updated version of "Perspectives on Brand Equity" (UVA-M-0668), and may be used in its place. This note provides a resource to aid in understanding brand equity: its creation, maintenance, measurement, and value. Suitable for use in introductory courses in marketing at the undergraduate and MBA levels, this note presents an overview of brand perspectives including those of Millward Brown, Young & Rubicam, David Aaker, William Moran, and Interbrand.Brand equity refers to a value premium that a company generates from a product with a recognizable name when compared to a generic equivalent. Companies can create brand equity for their products by making them memorable, easily recognizable, and superior in quality and reliability
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Learning Objectives