Brand Equity as an Evolutionary Process

Journal of Brand Management, Vol. 2, No. 1, pp. 47-56, August 1994

Posted: 28 Feb 2012

See all articles by Geoffrey Gordon

Geoffrey Gordon

affiliation not provided to SSRN

Anthony Di Benedetto

Temple University

Roger Calantone

Michigan State University

Date Written: 1994

Abstract

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.

Suggested Citation

Gordon, Geoffrey and Di Benedetto, Anthony and Calantone, Roger, Brand Equity as an Evolutionary Process (1994). Journal of Brand Management, Vol. 2, No. 1, pp. 47-56, August 1994. Available at SSRN: https://ssrn.com/abstract=2012016

Geoffrey Gordon

affiliation not provided to SSRN ( email )

Roger Calantone

Michigan State University ( email )

Agriculture Hall
East Lansing, MI 48824-1122
United States

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