Perspectives on Brand Equity

Paul Farris

University of Virginia - Darden School of Business

University of Virginia - Darden School of Business

iLoyalty

UVA-M-0668

Abstract:
This note reviews various approaches to designing, building, and monitoring the value of brand equity.

Number of Pages in PDF File: 15

Keywords: marketing, brand equity

JEL Classification:

working papers series

Farris, Paul, Shames, Ervin and Gregg, Eric, Perspectives on Brand Equity. UVA-M-0668. Available at SSRN: http://ssrn.com/abstract=910099

Paul Farris (Contact Author) University of Virginia (UVA) - Darden School of Business ( email ) P.O. Box 6550 Charlottesville, VA 22906-6550 United States 434-924-0524 (Phone) HOME PAGE: http://www.darden.virginia.edu/faculty/farris.htm
Ervin Shames University of Virginia (UVA) - Darden School of Business ( email ) P.O. Box 6550 Charlottesville, VA 22906-6550 United States HOME PAGE: http://www.darden.virginia.edu/faculty/shames.htm
Eric Gregg iLoyalty ( email ) 1001 SW 5th Ave Suite 1520 Portland, OR 97204 United States 503-977-6295 (Phone) 503-228-1995 (Fax) HOME PAGE: http://www.theloyalclient.com