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2019 | OriginalPaper | Buchkapitel

Measuring Brand Equity

verfasst von : Kevin Lane Keller, Tim Oliver Brexendorf

Erschienen in: Handbuch Markenführung

Verlag: Springer Fachmedien Wiesbaden

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Abstract

Building a strong brand with significant equity provides a host of benefits for firms. Understanding the sources and outcomes of brand equity provides managers with information how and where brands add value. This article reviews measures of both sources and outcomes of brand equity and discusses a model of value creation, the brand value chain, as a holistic, integrated approach to understanding how to capture the value created by brands. The chapter also closes with issues in developing a brand equity measurement system.

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Titel: Measuring Brand Equity
verfasst von: Kevin Lane Keller
Tim Oliver Brexendorf
Verlag: Springer Fachmedien Wiesbaden
Buch: Handbuch Markenführung
Print ISBN: 978-3-658-13341-2

Electronic ISBN: 978-3-658-13342-9

Copyright-Jahr: 2019
DOI: https://doi.org/10.1007/978-3-658-13342-9_72