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.

Increases in certain dimensions of brand equity correlate with upticks in pricing power, according to a study from BERA.ai, an online platform that helps marketers drive sustainable ROI from brand ...

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 ...