The Brand Equity Fairytale

The Brand Equity Fairytale

Posted 30 May 2011

As marketers, we have all innocently told our fair share of fairytales as we have grappled with market ambiguity. Some of our Fairytales have happily turned out to reasonably approximate market behaviour, whereas others have ranged from oversimplifications to unintended fabrications.

Perhaps the greatest Fairytale of our marketing careers has come from the concept of ‘brand equity’.