Ailawadi, Kusum L.; Lehmann, Donald R.; Neslin, Scott - 2011
Conceptually, brand equity can be thought of as the incremental revenue that a product earns as a brand over the … revenue it would earn if it were sold without the brand name. However, the brand can have an impact on revenue through a … practical for managers. Instead, we propose a simple and easily quantifiable measure of brand equity. We base our measure on the …
