Kilian, Karsten; Müller, Michael - In: Marken- und Kommunikationscontrolling, (pp. 1-21). 2016
The term brand equity encompasses the overall value that is attributable to a brand. It is the key criterion used for … brand steering and as a leadership and information instrument within brand management. Brand equity functions as a key … brand equity value is thus of strategic importance to a corporation. The measurement of brand equity can be finance …