Avery, Jill, and Gerald Zaltman. "The Dimensions of Brand Equity for Nestlé Crunch Bar: A Research Case." Harvard Business School Case 500-083, January 2000.

In the literature, these two Brand Equity concepts are usually referred to as ... we are in a way asking how each of these dimensions of brand meaning influences brand value. So what are the problems?

Marketers have become accustomed to thinking about advertising spend according to the two broad buckets of brand-building channels (that build long-term brand equity) and performance-led activation ...