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Technical note
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Reference no. UVA-M-0668
Subject category: Marketing
Authors: Paul W Farris (Darden School of Business, University of Virginia); Ervin R Shames (Darden School of Business, University of Virginia); Eric A Gregg (Darden School of Business, University of Virginia)
Published by: Darden Business Publishing
Originally published in: 2002
Version: 2 May 2018
Revision date: 14-May-2018
Length: 17 pages
Data source: Published sources
Topics: Brand equity; Marketing; Branding strategy; Consumer behavior; Consumer marketing; Market segmentation; Branding
Share a link: https://casecent.re/p/540
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Abstract

This note provides a resource to aid in understanding brand equity: its creation, maintenance, measurement, and value. Suitable for use in introductory courses in marketing at the undergraduate and MBA levels, this note presents an overview of brand perspectives including those of Millward Brown, Young & Rubicam, David Aaker, William Moran, and Interbrand.
Technical note
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Reference no. UVA-M-0879
Subject category: Marketing
Authors: Paul W Farris (Darden School of Business, University of Virginia); Eric A Gregg (Darden School of Business, University of Virginia); Brandon Chinn (Darden School of Business, University of Virginia); Mariela Razuri (Darden School of Business, University of Virginia)
Published by: Darden Business Publishing
Originally published in: 2015
Version: 28 September 2016
Revision date: 24-Oct-2016
Length: 27 pages
Data source: Published sources
Topics: Brand equity; Brand; Brand strategy; Marketing; Branding strategy; Consumer behavior; Consumer marketing; Market segmentation
View full details

About

Abstract

This note provides a resource to aid in understanding brand equity: its creation, maintenance, measurement, and value. Suitable for use in introductory courses in marketing at the undergraduate and MBA levels, this note presents an overview of brand perspectives including those of Millward Brown, Young & Rubicam, David Aaker, William Moran, and Interbrand.

Related

Technical note
-
Reference no. UVA-M-0879
Subject category: Marketing
Authors: Paul W Farris (Darden School of Business, University of Virginia); Eric A Gregg (Darden School of Business, University of Virginia); Brandon Chinn (Darden School of Business, University of Virginia); Mariela Razuri (Darden School of Business, University of Virginia)
Published by: Darden Business Publishing
Originally published in: 2015
Version: 28 September 2016
Revision date: 24-Oct-2016
Length: 27 pages
Data source: Published sources
Topics: Brand equity; Brand; Brand strategy; Marketing; Branding strategy; Consumer behavior; Consumer marketing; Market segmentation
View full details