It's not the size of your brand equity - it's how you use it.

Australasian Business Intelligence, January, 2006

Byline: Ingrid Fetell

Jan 04, 2006 (Marketing - ABIX via COMTEX) -- Marketers should not ignore the importance of brand equity. It can be used to measure the value contained in a brand, and in the case of some well-known brands, the brand equity is likely to be much lower than one would expect. Playboy is a case in point; although

its brand awareness remains high, its brand meaning is losing relevance because the Playboy group has expanded far beyond its adult entertainment origins, while "Playboy"

magazine itself is competing with a host of rival publications, as well as the internet. Meanwhile, Burberry provides a good example of a company that gave its...

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