Brand Equity as an Evolutionary Process
Journal of Brand Management, Vol. 2, No. 1, pp. 47-56, August 1994
Posted: 28 Feb 2012
Date Written: 1994
Brand equity has recently been a topic of great interest among marketing academics. This study proposes a stagewise learning process involved in the building of brand equity: (1) brand birth, (2) the creation of brand awareness and associations, (3) the building of quality and value perceptions, (4) the emergence of brand loyalty, and (5) the launching of brand extensions. A later section contrasts the development of brand equity in the consumer and industrial markets.
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