Relating Brand and Customer Perspectives on Marketing Management

Tim Ambler, C. B. Bhattacharya, Julie Edell, Kevin Lane Keller, Katherine N. Lemon, Vikas Mittal. (2002). "Relating Brand and Customer Perspectives on Marketing Management". 5(1): 13-25.

13 Pages Posted: 26 Oct 2013

See all articles by Tim Ambler

Tim Ambler

London Business School

C. Bhattacharya

Boston University

Julie A. Edell

Duke University - Fuqua School of Business

Kevin Lane Keller

Dartmouth College - Tuck School of Business

Katherine N. Lemon

Boston College - Department of Marketing

Vikas Mittal

Rice University

Date Written: August 2002

Abstract

What is the difference between brand equity and customer equity? Does the distinction matter? Is there a difference between the firm’s brand asset and customer asset? What are the implications of taking a brand perspective versus a customer perspective when designing and implementing marketing programs? The objective of this article is to examine these two perspectives in depth so that researchers and managers can improve their understanding and use of customer and brand perspectives on marketing. The authors seek to determine the relationship between the two assets and perspectives in terms of similarities and differences. They examine the development of customer and brand perspectives and describe how each adds value to the firm and to the customer. Subsequently, they delineate possible approaches for measuring marketing assets. They discuss key issues researchers and practitioners should consider in managing marketing assets, particularly for multibrand companies. They conclude by suggesting future research directions.

Keywords: brand equity, customer equity, brand asset, customer asset

Suggested Citation

Ambler, Tim and Bhattacharya, C. and Edell, Julie A. and Keller, Kevin Lane and Lemon, Katherine N. and Mittal, Vikas, Relating Brand and Customer Perspectives on Marketing Management (August 2002). Tim Ambler, C. B. Bhattacharya, Julie Edell, Kevin Lane Keller, Katherine N. Lemon, Vikas Mittal. (2002). "Relating Brand and Customer Perspectives on Marketing Management". 5(1): 13-25., Available at SSRN: https://ssrn.com/abstract=2344876

Tim Ambler

London Business School ( email )

Sussex Place
Regent's Park
London, London NW1 4SA
United Kingdom

C. Bhattacharya

Boston University

595 Commonwealth Avenue
Boston, MA 02215
United States

Julie A. Edell

Duke University - Fuqua School of Business ( email )

Box 90120
Durham, NC 27708-0120
United States

Kevin Lane Keller

Dartmouth College - Tuck School of Business ( email )

Hanover, NH 03755
United States

Katherine N. Lemon

Boston College - Department of Marketing ( email )

Fulton Hall 450D
140 Commonwealth Ave
Chestnut Hill, MA 02467
United States
617-552-1647 (Phone)
781-862-9704 (Fax)

Vikas Mittal (Contact Author)

Rice University ( email )

6100 South Main Street
250 McNair
Houston, TX 77005-1892
United States

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