Brand equity and the value of marketing assets
Brodie, RJ; Glynn, MS; Brodie, RJ; Glynn, MS
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In the last two decades the term ‘equity’ has been used in marketing to describe the value of brands, customers, channels, and other marketing relationships. We examine the alternative uses of the equity concept and how it links with financial thinking. The chapter then explores issues involved in developing a theory of marketing assets and value that integrates branding, relationship and network thinking with financial thinking.