The Beginning of Brand Management as a Study Discipline the 80s-90s Brand Equity Finally Defined

It is not clear who invented the expression of brand equity, but few uses of it have been traced before the mid-eighties (Ambler & Styles 1995). In the mid 80s academics such as Kevin Lane Keller, began studying the effects and importance of memory factors in advertising and its relation with consumer brand evaluations in the moment of purchase, “Memory …

UrielThe Beginning of Brand Management as a Study Discipline the 80s-90s Brand Equity Finally Defined