What is Brand Equity, Anyway?

What is Brand Equity, Anyway? is a must-read for those involved with creating, planning and researching effective brands and advertising. Advertising and marketing academics or anyone interested in the field of advertising and brand strategy should add this book to their collection. What is Brand Equity, Anyway? explores the way in which brands work, the factors that define the making of a strong brand and how brand strength can be measured and monitored. Part two takes this knowledge forward into creating a measurably successful advertising campaign: "Advertising is an expensive business. Those who spend money on it should want to know what results they’re getting. And those who plan and create it should want to find out if what they’re doing is working; and how, and why it’s working (or not), in order to learn how to do it better next time." Feldwick is a master at raising, reasoning and resolving the questions that go to the very heart of the advertiser’s raison d’être. If you are seeking to enter the holy of holies in the world of advertising reading a copy of What is Brand Equity, Anyway? is an advisable first step.