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Measuring Brand Equity

  • Kevin Lane KellerEmail author
  • Tim Oliver Brexendorf
Chapter
Part of the Springer Reference Wirtschaft book series (SRW)

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.

Keywords

Brand equity measurement performance measurement brand value chain brand equity dashboard 

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Copyright information

© Springer Fachmedien Wiesbaden GmbH, ein Teil von Springer Nature 2019

Authors and Affiliations

  1. 1.Marketing, Tuck School of Business at DartmouthHanoverUSA
  2. 2.Henkel Center for Consumer Goods (HCCG)WHU – Otto Beisheim School of ManagementVallendarDeutschland

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