Brand equity and the value of marketing assets
Files
Date
Authors
Supervisor
Item type
Chapter in Book
Degree name
Journal Title
Journal ISSN
Volume Title
Publisher
Sage Publications
Abstract
In the last two decades the term ‘equity’ has been used in marketing to describe the value of brands, customers, channels, and other marketing relationships. We examine the alternative uses of the equity concept and how it links with financial thinking. The chapter then explores issues involved in developing a theory of marketing assets and value that integrates branding, relationship and network thinking with financial thinking.Description
Keywords
Source
Marketing Theory 2 (1): 5–28, 2002.
DOI
Publisher's version
Rights statement
Authors can make their articles Open Access by archiving their article at no charge via the Green route.