Measuring Brand Equity
Number of pages:
8
ABSTRACT:
This 8 page paper looks at issues concerning the way brand equity is measured and why it is important. The first part of the paper considers the measurement of brand equity including looking at brand assets and liabilities. The second part of the paper looks at what it meant by hard equity and why it is different to brand equity. The third part of the paper looks at the work of Interbrand in measuring brand equity. The last part of the paper discuses how brands can act as signals and looks at the link between brand and hard equity. The bibliography cites 15 sources.
FILE NAME:
File: TS14_TEbequity.rtf
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