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Perspectives on Brand Equity

Farris, Paul W., S...

Technical Note

Perspectives on Brand Equity

Farris, Paul W.; Shames, Ervin R.; Gregg, Eric A.

M-0668 | Published February 10, 2002 | 17 pages Technical Note

Collection: Darden School of Business

Product Details

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.

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