Abstract
Brand equity can be defined in terms of marketing effects uniquely attributable to a brand. Positive brand equity occurs when different outcomes are observed in the marketing of a product or service because of its brand, compared with the results if that same product or service was not identified by that brand. Brand equity can be measured both indirectly, by capturing the customer mindset and associations to the brand, and directly, by estimating the differential outcomes in the marketing of the product or service. Brand valuation assesses all the long-term benefits provided by a brand to estimate its financial value and worth.
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Keller, K.L. (2018). Brand Equity. In: Augier, M., Teece, D.J. (eds) The Palgrave Encyclopedia of Strategic Management. Palgrave Macmillan, London. https://doi.org/10.1057/978-1-137-00772-8_712
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DOI: https://doi.org/10.1057/978-1-137-00772-8_712
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