Increasing shareholder value through building Customer and Brand Equity
Marketers are under increasing pressure to become more accountable and build shareholder value. Two major marketing intangibles at their disposal are Customer Equity, the net present value of the future profit streams from all its customers, and Brand Equity, the inherent value of the
brand to the firm and the customer. This paper reviews the current state of the Brand Equity/Customer Equity debate, analysing the different models of Customer Equity and the different measurements of Brand Equity, and draws some comparisons between the similarities and differences of the
two approaches. It then develops a model or framework to guide research and to drive an organisation's focus on either or both of the two concepts.
Keywords: BRAND EQUITY; CUSTOMER EQUITY; CUSTOMER LIFETIME VALUE; SHAREHOLDER VALUE
Document Type: Research Article
Publication date: 01 February 2009
- Terms & Conditions
- Aims & Scope
- Ingenta Connect is not responsible for the content or availability of external websites
- Access Key
- Free content
- Partial Free content
- New content
- Open access content
- Partial Open access content
- Subscribed content
- Partial Subscribed content
- Free trial content