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Perspectives on Brand Equity

17 Pages Posted: 21 Oct 2008  

Paul Farris

University of Virginia - Darden School of Business

Ervin Shames

University of Virginia - Darden School of Business

Eric Gregg

iLoyalty

Abstract

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

Keywords: marketing, brand equity

JEL Classification:

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

Paul Farris (Contact Author)

University of Virginia - 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 - 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

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