Understanding brands, branding and brand equity

Abstract

Branding has become a top management priority which has necessitated that all members of an organisation have an understanding and appreciation of some branding basics. Towards that goal, this paper outlines some important principles of brands, branding and brand equity. The paper also highlights some key concepts in building, measuring and managing brand equity.

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Keller, K. Understanding brands, branding and brand equity. J Direct Data Digit Mark Pract 5, 7–20 (2003). https://doi.org/10.1057/palgrave.im.4340213

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Keywords

  • Brands
  • Branding
  • Brand equity
  • Brand value
  • Integrated marketing communications