Brand Equity and Brand Value

Explanation and Measurement

Autori

• Michael Burger

Parametri

• Economia e affari

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The distinction between brand equity and brand value is central to understanding their roles in marketing. Brand value quantifies a brand's monetary worth, while brand equity encompasses the intangible factors that influence consumer behavior and purchasing decisions. Various methods exist for measuring both aspects, though brand value typically yields a single figure, unlike the multifaceted nature of brand equity. This booklet provides a detailed exploration of these concepts and discusses the challenges in measuring brand value reliably, emphasizing the interdependence of both elements.

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Lingua: Inglese

Pubblicato: 2012

(In brossura)