ScholarLens Back to search
1994•SSRN Electronic JournalOpen access

Brand Equity as an Evolutionary Process

Geoffrey L. Gordon, Anthony Di Benedetto, Roger J. Calantone

Open full text 1 citations

Abstract

Brand equity has recently been a topic of great interest among marketing academics. This study proposes a stagewise learning process involved in the building of brand equity: (1) brand birth, (2) the creation of brand awareness and associations, (3) the building of quality and value perceptions, (4) the emergence of brand loyalty, and (5) the launching of brand extensions. A later section contrasts the development of brand equity in the consumer and industrial markets.

About this research paper

What this paper is about

Brand equity has recently been a topic of great interest among marketing academics. This study proposes a stagewise learning process involved in the building of brand equity: (1) brand birth, (2) the creation of brand awareness and associations, (3) the building of quality and value perceptions, (4) the emergence of brand loyalty, and (5) the launching of brand extensions. A later section contrasts the development of brand equity in the consumer and industrial markets.

Why it matters

OpenAlex reports 1 citations for this work. Citation counts describe recorded attention and do not establish research quality.

Key contribution

A contribution statement is not available in the OpenAlex record.

Method / approach

Method details are not available in the OpenAlex metadata.

Main findings

Findings are not separately available in the OpenAlex metadata.

Limitations

Limitations are not available in the OpenAlex metadata.

Applications

Application details are not available in the OpenAlex metadata.

Available abstract

Brand equity has recently been a topic of great interest among marketing academics. This study proposes a stagewise learning process involved in the building of brand equity: (1) brand birth, (2) the creation of brand awareness and associations, (3) the building of quality and value perceptions, (4) the emergence of brand loyalty, and (5) the launching of brand extensions. A later section contrasts the development of brand equity in the consumer and industrial markets.

Key concepts: Brand equity, Brand management, Brand awareness, Business, Brand loyalty, Corporate branding, Brand extension, Marketing

Related papers

Related paper 1Related paper 2Related paper 3
Back to paper searchBrowse research topicsOriginal source
Brand Equity as an Evolutionary Process — Research Paper | ScholarLens