Conceptualizing, measuring, and managing customer-based brand equity

Customer-based brand equity is the differential effect of brand knowledge on consumer response to the marketing of the brand. This effect occurs when the consumer is familiar with the brand and holds some favorable, strong, and unique brand associations in memory. A conceptual model of brand equity from the perspective of the individual consumer is presented, and issues in building, measuring, and managing customer-based brand equity are discussed. By recognizing that marketing activity can potentially enhance or maintain customers' awareness of the brand or the favorability, strength, and uniqueness of various types of brand associations, the customer-based brand equity framework may provide the perspective that will enable marketers to take better short-term and long-term marketing actions.

Английский

Journal of Marketing. – 1993. – Vol. 57, № 1. – P. 1–22.