Bong Na, Woon; Marshall, Roger; Lane Keller, Kevin - In: Journal of Product & Brand Management 8 (1999) 3, pp. 170-184
Rather than taking the more traditional approach of measuring brand equity for accounting or strategic reasons, the approach taken here is concerned with optimizing brand equity through parsimonious manipulation of the marketing mix. To this end a macro‐model is first developed; this model is...