1. What is Brand Equity?

Brand equity is a marketing term that describes a brand’s value. That value is
determined by consumer perception of and experiences with the brand. If people think
highly of a brand, it has positive brand equity. When a brand consistently under-delivers
and disappoints to the point where people recommend that others avoid it, it has
negative brand equity.

A product is something that is made in a factory; a brand is something that is bought by a customer.
A product can be copied by a competitor; a brand is unique. A product can be quickly outdated; a
successful brand is timeless.

Stephen King

READING MATERIALS VIDEO MATERIALS

Brand Equity Articles 1. Brand Equity: In Conversation

1. Brand equity Definition
https://www.shopify.com/encyclopedi
a/brand-equity
2. Brand Equity Example
https://strategiccfo.com/brand-equity/
3. Build Brand Equity
https://www.thehartford.com/busines
s-playbook/in-depth/building-brand-
equity
4. Importance of Brand Equity
https://www.feedough.com/brand-
equity/
5. What are the sources of brand
equity? https://www.quora.com/What-
are-the-sources-of-brand-equity
With Marketing Legend Philip
Kotler
https://www.youtube.com/watch?v
=Knm-kuI_Pmk
2. Building Brand Equity: McDonald's
Case study
https://www.youtube.com/watch?v
=-3w7928wqyg
3. Brand Equity | ‘Taste the feeling’
replaces ‘Open Happiness’
https://www.youtube.com/watch?v
=7HIIIu1KDDw
4. Brand equity in the hearts and
minds of consumers
https://www.youtube.com/watch?v
=LP8codXiqAE
5. Measuring Sources of Brand
Equity Profiling brand associations
https://www.youtube.com/watch?v
=f8QQqBC58FY
Brand Equity PDF

1. Managing Brand Equity

https://pdfs.semanticscholar.org/5a49
/dfc627a8ce55369687bc53c17b06c8
4e5252.pdf

2. Branding and Brand Equity

http://bear.warrington.ufl.edu/weitz/m
ar7786/Articles/Keller%202002.pdf

3. Brand Equity-A Study on the

relationship between brand equity
and Stock Performance
http://www.diva-
portal.org/smash/get/diva2:1154763/
FULLTEXT01.pdf

4. Brand Equity Evolution

http://www.scielo.br/pdf/bar/v6n2/v6n
2a03

5. STUDYING THE RELATIONSHIP

BETWEEN BRAND EQUITY AND
CONSUMER BEHAVIOR
https://scindeks-
clanci.ceon.rs/data/pdf/2217-
9739/2016/2217-97391602153S.pdf