Standard Article

Perception of Brand Equity

Part 1. Marketing Strategy

  1. Randle D. Raggio

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem01001

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Raggio, R. D. 2010. Perception of Brand Equity. Wiley International Encyclopedia of Marketing. 1.

Author Information

  1. Louisiana State University, Baton Rouge, LA, USA

Publication History

  1. Published Online: 15 DEC 2010

Abstract

Brand equity is the perception that a brand delivers on its promise of benefits. It exists in the hearts and minds of consumers; it moderates the impact of brand-related information and can produce positive marketplace outcomes. Brand equity is built by developing strong, positive, and unique associations for a brand.

Keywords:

  • brand equity;
  • promise of benefits;
  • intangible asset;
  • marketplace outcomes;
  • brand value