How far have brand management scholars gone in their quest to come up with a common understanding of what the terms "brand" and "brand equity" mean?
Yes, look at Aaker (1991), other definations revolves around d key words in his definition
when we talk about brand equity , value and other approaches we need to know that it differs from the perspective from which we are defining it, so the financial is not similar to the marketer definition, so:
You can find some information about brand, brand equity and brand value in the attached file and some other related concepts.
Good luck
Thank you Sulaimon for the response. The reason why I am asking is that, if you read publications done after Aaker (1991) they all emphasize the fact that defining the brand construct is one of the main unresolved issues in brand management research.
For example, de Chernatony and Dall’Olmo Riley (1998) analyzed over one hundred articles from trade and academic journals and identified twelve themes which they felt were an accurate categorization of the broad range of definitions of the “brand” in the literature.After the literature analysis, de Chernatony and Dall’Olmo Riley (1998) interviewed twenty leading edge brand consultants who were chairs, partners, or directors in brand consultancies, advertising agencies, market research agencies and corporate communications agencies and established that their definitions were as varied as those found in the literature were. The expert definitions concurred with the themes in the literature and usually varied based on the emphasis on the tangible or intangible aspects of the brand. However, three additional themes were identified.
Higgins (2006) notes that there are several definitions of branding and brand equity and that the concepts have evolved and been reviewed and redefined continually.
Dall'Olmo Rilley (2009) notes that there is no universally accepted definition of the brand construct and that "a theory of the brand remains missing". The list of scholars who share this notion is endless.
So, I am trying to find out if scholarship in the subject area has progressed beyond this "grey zone".
K.L. Keller formulated another classic definition of brand equity - please look into: Keller: Conceptualizing, measuring, and managing customer-based brand equity
Journal of Marketing; Jan 1993; 57, 1;
Aaker, D.A. and Keller, K.L. wrote in their seminal article Consumer Evaluations Of Brand Extensions Journal of Marketing; Jan 1990; 54, 1; about how the brand equity works and what is the relevant research method. There are many articles that follow both the problem, the "fit" explanation and experimental method they suggested.
The articles about both brand and brand equity definitions don't develop knowledge too much. The discussion about definitions is quite barren. Problem first, then the definition(s), the use of which will help to resolve the problem.
It seems that the time of brand equity explanations was the nineties of the previous century - it is over now.
For a recent discussion of the full richness of the concept of brand and its meaning creation see:
Francisco Conejo and Ben Wooliscroft
Brands Defined as Semiotic Marketing Systems
Journal of Macromarketing September 2015 35: 287-301
Article Customer-based brand equity and firms' performance in the te...
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