ABSTRACT
The equity associated with brands has been identified as one of the most powerful intangible assets driving corporate value. Some suggest that brands represent large assets with approximately 40% of the market value of firms. The concept of “brand equity” has been defined and measured in a number of ways. As such, it is helpful to explore several conceptual issues concerning the construct before addressing its measurement. This chapter describes these issues. It develops an alternative perspective on the construct and its measurement. This alternate perspective, termed marketing surplus and efficiency (or MARKSURE) metric, takes a specific stance on each of these issues. The chapter then discusses several operational issues regarding this alternative view. Finally, it also describes the limitations and the boundary conditions for this alternative perspective on brand equity assessment.
