КОНЦЕПТУАЛНИ ПРОБЛЕМИ ПРИ ДЕФИНИРАНЕТО НА ЦЕННОСТТА НА БРАНДА
CONCEPTUAL PROBLEMS IN DEFINING THE CONSTRUCT OF BRAND EQUITY

Summary/Abstract: A number of scientists distinguish between the constructs “brand value” and “brand equity”. However, there are others (Simon & Sullivan, 1993, p. 29; Krishnan, 1996, p. 390; Rust, Lemon, & Zeithaml, p. 118.), who do not make this distinction. According to them, there is a difference only between perspectives, whether from the perspective of the consumer or the company, as well as a marketing and a financial/accounting perspective. Besides the lack of theoretical consensus, there is also a discrepancy in the terminology, used about the value and the equity of the brand. The aim of this paper is, through a content analysis, to prove that different perspectives about the equity of the brand are not incompatible, but rather represent different viewpoints, that describe the idea of brand value.

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