Abstract
Both brand equity and relationship marketing are continuing to receive practitioner and academic attention. Measurement of the holistic brand entity is necessary to balance the focus on short-term profitability as well as providing control for the marketing function and comparing alternative courses of action. The need for longer-term thinking has also driven the perception of marketing as value enhancement through a network of relationships. As brand equity has yet to be succesfully reduced to money values for these purposes, practitioners will have to rely on the marketing indicators but these may be re-expressed in terms of the end-user's and intermediate customers' relationships with the brand. Further work is needed to reduce those to the fewest measures which also sensitively predict future profitability.
Published Version
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