In recent years the concept of brand has begun to receive much attention from both academics and practitioners. Going into the 90's competition has globalized and business survival has become ever harder. Branding has become a key factor to sustain or extend the business, because understanding, measuring and capitalising on brand equity can lead to market leadership, a stable or sustainable competitive advantage, international reach, and long-run profit for a company. This renewed interest in branding has provided the motivation for this thesis, which is about measuring brand equity.

Doctor of Philosophy (NBS)