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Measuring Brand Equity

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Handbuch Markenführung

Part of the book series: Springer Reference Wirtschaft ((SRW))

Abstract

Building a strong brand with significant equity provides a host of benefits for firms. Understanding the sources and outcomes of brand equity provides managers with information how and where brands add value. This article reviews measures of both sources and outcomes of brand equity and discusses a model of value creation, the brand value chain, as a holistic, integrated approach to understanding how to capture the value created by brands. The chapter also closes with issues in developing a brand equity measurement system.

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Author information

Authors and Affiliations

  1. Marketing, Tuck School of Business at Dartmouth, Hanover, NH, USA

    Kevin Lane Keller

  2. Henkel Center for Consumer Goods (HCCG), WHU – Otto Beisheim School of Management, Vallendar, Deutschland

    Tim Oliver Brexendorf

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  1. Kevin Lane Keller
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  2. Tim Oliver Brexendorf
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Correspondence to Kevin Lane Keller .

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Editors and Affiliations

  1. Institut für Marken- und Kommunikationsforschung, EBS Universität für Wirtschaft und Recht, Wiesbaden, Germany

    Franz-Rudolf Esch

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Keller, K.L., Brexendorf, T.O. (2019). Measuring Brand Equity. In: Esch, FR. (eds) Handbuch Markenführung. Springer Reference Wirtschaft . Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-13342-9_72

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  • DOI: https://doi.org/10.1007/978-3-658-13342-9_72

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  • Publisher Name: Springer Gabler, Wiesbaden

  • Print ISBN: 978-3-658-13341-2

  • Online ISBN: 978-3-658-13342-9

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