Perspectives on Brand Equity

17 Pages Posted: 21 Oct 2008 Last revised: 4 May 2018

See all articles by Paul Farris

Paul Farris

University of Virginia - Darden School of Business

Ervin Shames

University of Virginia - Darden School of Business

Eric Gregg

iLoyalty

Abstract

This note provides a resource to aid in understanding brand equity: its creation, maintenance, measurement, and value. Suitable for use in introductory courses in marketing at the undergraduate and MBA levels, this note presents an overview of brand perspectives including those of Millward Brown, Young & Rubicam, David Aaker, William Moran, and Interbrand.

Excerpt

UVA-M-0668

Rev. May 2, 2018

Perspectives on Brand Equity

Introduction

This note provides a resource to aid in understanding brand equity: its creation, maintenance, measurement, and value. There are many different perspectives on brands and we will not attempt to fully integrate these views. We do, however, hope to provide a broad summary of current thoughts on the subject. According to David Aaker, marketing professor at the Haas School of Business and chairman of Prophet Consulting:

Far more than a name and a logo, it is an organization's promise to a customer to deliver what the brand stands for not only in terms of functional benefits but also emotional, self-expressive, and social benefits. But a brand is more than delivering on a promise. It is also a journey, an evolving relationship based on perceptions and experiences that a customer has every time he or she connects to the brand.

. . .

Keywords: marketing brand, equity branding

Suggested Citation

Farris, Paul and Shames, Ervin and Gregg, Eric, Perspectives on Brand Equity. Darden Case No. 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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