Brand Equity

Product & Brand Management - Literature Review

“Brand Equity”

By Manish Mathew – 1303015

The objective of this section is to give light on brand equity and how it can be formed, measured & managed,.  

Definition:

#1Brand equity can be defined as the customer’s subjective and intangible assessment of the brand, above and beyond its objectively perceived value.  There key drivers of brand equity are

• Customer brand awareness
• Customer brand attitudes
• Customer perception of brand ethics

Literature review:

For our study, we reviewed the following articles. A brief abstract is presented below.

1. Kevin Lane Keller, “Conceptualizing, Measuring, and Managing Customer – Based Brand Equity”, Journal of Marketing (January 1993): 1-29
2. Hamed M. Shamma, Salah S. Hassan, “Integrating  Product and Corporate Brand Equity into total Brand Equity Measurement”, International Journal of Marketing Studies (February 2011): 3-1
3. Ashwin Aravindakshan, Roland T.Rust, Katherine N. Lemon, “Customer Equity: Making Marketing Strategy Financially Accountable”, Journal of System Science and Systems Engineering (June 2004): Vol. 13, No. 4,

Key Take Away From the Literature:

1. Kevin Lane Keller, “Conceptualizing, Measuring, and Managing Customer – Based Brand Equity”, Journal of Marketing (January 1993): 1-29

Few take away from this paper.

• Modelling of customer based brand equity – definition and attributes or brand equity:

• Brand awareness
• Brand attitudes
• Brand perception

• Measurement of brand equity by – i. Measuring brand knowledge, ii. Measuring the impact of brand knowledge
• Managing brand equity: Although there is not single measure to manage brand equity, there are 6 generic guidelines to manage brand equity.

2. Hamed M. Shamma, Salah S. Hassan, “Integrating Product and Corporate Brand Equity into total Brand Equity Measurement”, International Journal of Marketing Studies (February 2011): 3-1

Few take away from this paper.

• A holistic approach to Total Brand Equity measurement, integrating customer based brand equity and corporate based brand equity
• Relationship between product brand equity and corporate brand equity
• Relationship between product brand equity and total brand equity
• Relationship between corporate brand equity and total brand equity

3. Ashwin Aravindakshan, Roland T.Rust, Katherine N. Lemon, “Customer Equity: Making Marketing Strategy Financially Accountable”, Journal of System Science and Systems Engineering (June 2004): Vol. 13, No. 4,