17 Pages Posted: 21 Oct 2008
This note reviews various approaches to designing, building, and monitoring the value of brand equity.
Keywords: marketing, brand equity
Suggested Citation: Suggested Citation
Farris, Paul and Shames, Ervin and Gregg, Eric, Perspectives on Brand Equity. UVA-M-0668. Available at SSRN: https://ssrn.com/abstract=910099
By Jie Qin
By Gewei Ye