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Brand equity in modern marketing theory

D. V. Muravskii, Maria Smirnova () and Olga Alkanova ()

No 813, Working Papers from Graduate School of Management, St. Petersburg State University

Abstract: In this paper, the prevalent approaches towards defining and measuring brand equity are discussed and systematized. The resulting classification allows matching particular types of brand metrics with coherent approaches to defining brand equity, which contributes to the convenience of making and justifying the choice of brand equity measures.

Keywords: brand equity; brand equity measurement; defining brand equity; капитал бренда; измерение капитала бренда; определение капитала бренда (search for similar items in EconPapers)
Date: 2012
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