Perception of Brand Equity
Part 1. Marketing Strategy
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Raggio, R. D. 2010. Perception of Brand Equity. Wiley International Encyclopedia of Marketing. 1.
- Published Online: 15 DEC 2010
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.
- brand equity;
- promise of benefits;
- intangible asset;
- marketplace outcomes;
- brand value