1. The Value of Brand Equity
2. Baldinger, A.L. (1990), “Defining and applying the brand equity concept: why the researcher should care”,Journal of Advertising Research, Vol. 30 No. 3, pp. 1‐5.
3. Farquhar, P. (1989), “Managing brand equity”,Marketing Research, Vol. 1 No. 3, pp. 24‐33.
4. Brand Management Paradigms
5. Generic capabilities: combining positional and resource-based views for strategic advantage