This paper examines what is meant by the term 'brand equity'. It identifies three distinct uses of the expression; brand value - the total value of a brand as a separable asset; brand strength - a ...

Nike's recent strategic pivot back to brand building sends brands an important signal about the limitations of relying too ...

In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have ...

Before telling you "why," let's handle the "what." Brand equity is a somewhat intangible measurement of your brand's ...