Conceptualizing, Measuring, and Managing Customer-Based ...

Conceptualizing, Measuring, and Managing Customer-Based brand EquityAuthor(s): Kevin Lane KellerSource: Journal of Marketing, Vol. 57, No. 1 (Jan., 1993), pp. 1-22 Published by: American Marketing AssociationStable URL: .Accessed: 30/09/2013 12:03 Your use of the JSTOR archive indicates your acceptance of the Terms & Conditions of Use, available at ..JSTOR is a not-for-profit service that helps scholars, researchers, and students discover, use, and build upon a wide range ofcontent in a trusted digital archive. We use information technology and tools to increase productivity and facilitate new formsof scholarship. For more information about JSTOR, please contact .American Marketing Association is collaborating with JSTOR to digitize, preserve and extend access toJournal of This content downloaded from on Mon, 30 Sep 2013 12:03:07 PMAll use subject to JSTOR Terms and ConditionsKevin Lane Keller Conceptualizing, Measuring, and Managing Customer-Based brand Equity The author presents a conceptual model of brand equity from the perspective of the individual consumer.

A brand can be defined as "a name, term, sign, sym- bol, or design, or combination of them which is in- tended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors" (Kotler 1991; p. 442). These individ- ual brand components are here called "brand identi-

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