What is Brand Equity Anyway, and How Do You Measure It?
Paul Feldwick, BMP DDB
'What is the answer to the question being asked incocktail lounges, all the time, all over America 'What is brand equity anyway, and how do you measure it?'
Thornton C. Lockwood, Communications Research Manager, AT&T
INTRODUCTION - FROM BRAND IMAGE TO BRAND EQUITY
Brands have been a major aspect of marketing reality now for over a hundred years. The theory...