https://www.youtube.com/watch?v=8W5ycYuhrK8

In this video, Philip Kotler explicates the difference between brand equity and brand valuation. He considers the areas that may affect a company’s brand equity and why brand equity is so important to a company’s success.

https://www.youtube.com/watch?v=mHbKgA9mENw

In this video, Kevin Roberts, former CEO of Saatchi and Saatchi, contends that brand creation and equity is more important than specific products. He argues for the primacy of a detailed, complex brand ‘idea’, and in doing so emphasises the importance of brand equity.

https://www.youtube.com/watch?v=Whkd6PnDtw

This panel discussion from the Colombia Business School considers brand building and more broadly looks at the power brand equity can confer to products. In particular, it looks at current trends in brand building and the ways in which brand building is changing.