For some years i've been teaching the concept of Brand Equity in my classes, based on Aaker and Keller - lately solely on Keller. I find the idea itself very useful as a way to translate the added value of the brand to a company's market proposition; besides, companies may make the Brand itself as the most significant part of their proposition in certain industries and models (like licensing).
I understand Aaker tried for a company oriented definition and Keller for a consumer-based definition, but i think they complement each other; i would like to know if there were any newer authors, newer constructions, worth assessing.
(also, i find Kapferer more useful to other aspects of Brand Mgmt, and i confess i've had trouble in making deChernatony palatable for undergraduate level)
thank you,
Paulo L
Dear Paulo,
I would recommend you to view the paper of Davcik et al., 2015 "Towards a Unified Theory of Brand Equity: Conceptualizations, Taxonomy and Avenues for Future Research". The paper have the potential to give you some new insights about the topic. Have a good day.
Dear Yusuf, that seems like a very interesting source! thank you so much,
Paulo L
following link may be useful in gettin ghe subject insight
https://researchleap.com/reviewing-the-concept-of-brand-equity-and-evaluating-consumer-based-brand-equity-cbbe-models/
I appreciate your suggestion Dhani, that seems to be extremely apprpriate. Thank you,
Paulo L
Susan Fournier, Michael Breazeale and Jill Avery
Strong brands, strong relationships
Great suggestion Declan, thank you, just got that book!
Paulo L
Article Customer-based brand equity and firms' performance in the te...
The following papers should also be helpful:
Davis, D. F., Golicic, S. L., & Marquardt, A. J. (2008). Branding a B2B service: Does a brand differentiate a logistics service provider? Industrial Marketing Management, 37(2), 218-227.
Grant, D., Juntunen, J., Juga, J., & Juntunen, M. (2014). Investigating brand equity of third-party service providers. Journal of Services Marketing, 28(3), 214-222.
Article The Influence of Brand Awareness and Brand Image on Brand Eq...
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