Marketing Models
Detailed Course Outline and Reading List

Branding and Brand Equity - February 5


Historical Perspectives

Chapter 9: Branding and Brand Equity Models by Tulin Erdem and Joffre Swait


Recent Contributions       


Keller, Kevin Lane (1993), "Conceptualizing, Measuring, and Managing Customer-Based Brand Equity," Journal of Marketing, 57 (1) 1-22. 1993 Harold H. Maynard Award; 2002 Sheth Foundation / JM Award.


Allawadi, Kusum L., Donald R. Lehmann and Scott A. Neslin (2003), "Revenue Premium as an Outcome Measure of Brand Equity," Journal of Marketing, 67 (4), 1-17. 2003 Harold H. Maynard Award.


Heilman, Carrie M., Douglas Bowman, and Gordon P. Wright (2000), "The Evolution of Brand Preferences and Choice Behaviors of Consumers New to a Market," Journal of Marketing Research, 37 (2), 139-155. 2011 Paul E. Green Award.

Bronnenberg, Bart J., Sanjay K. Dhar, and Jean-Pierre Dubé (2007), "Consumer Packaged Goods in the United States: National Brands, Local Branding" Journal of Marketing Research, 44 (1), 4-13. 2008 Paul E. Green Award.


Stahl, Florian, Mark Heitmann, Donald R. Lehmann, & Scott A. Neslin (2012) “The Impact of Brand Equity on Customer Acquisition, Retention, and Profit Margin,” Journal of Marketing, 76 (4), 44-64.  2012 MSI/H. Paul Root Award

  1. Why do brands have value?  What factors would you consider in placing a value on a brand?  What makes one brand more valuable (have higher equity) than another? 

  2. What are the differences among the following constructs: engagement,” “brand experience,” brand preference, brand loyalty, and brand liking (having a positive attitude) toward a brand?