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<p>Of importance to researchers and practitioners alike, the concept of brand equity has become an important element in managerial decision-making. Understanding how to build, measure and manage brand equity has strategic and tactical implications for marketing, as well as important consequences for finance, human resources, logistics, operations, and other management functions. This article reviews the origins, development and future prospects of the brand equity concept, with a focus on the customer-based brand equity (CBBE) formulation, an influential early academic approach to the study of brand equity. After briefly highlighting some fundamental CBBE tenets, the discussion summarizes and interprets important conceptual and managerial advances with brand equity and CBBE through the years. The article concludes by suggesting future research directions for three topics – assessing brand value, deconstructing brand equity and achieving brand potential—to help marketers better understand and maximize brand equity.</p>

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The foundations, evolution and promise of customer-based brand equity

  • 期刊论文

  • 发表日期：

    2026年7月7日

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  • Kevin Lane Keller

摘要

Of importance to researchers and practitioners alike, the concept of brand equity has become an important element in managerial decision-making. Understanding how to build, measure and manage brand equity has strategic and tactical implications for marketing, as well as important consequences for finance, human resources, logistics, operations, and other management functions. This article reviews the origins, development and future prospects of the brand equity concept, with a focus on the customer-based brand equity (CBBE) formulation, an influential early academic approach to the study of brand equity. After briefly highlighting some fundamental CBBE tenets, the discussion summarizes and interprets important conceptual and managerial advances with brand equity and CBBE through the years. The article concludes by suggesting future research directions for three topics – assessing brand value, deconstructing brand equity and achieving brand potential—to help marketers better understand and maximize brand equity.