Brand equity is a widely used but difficult to define marketing concept. While growing brand equity is often cited as a goal, there is no agreed upon way to measure it or link it to business value. To use brand equity in a marketing plan, a company must first agree on a definition and framework that shows how brand equity drives customer attitudes and behaviors and ultimately financial outcomes. This involves defining what brand equity means to the organization, creating a model linking marketing activities to customer perceptions and actions to sales and profits, and developing a research plan to evaluate and refine assumptions in the framework over time. While no single measure can capture brand equity, an iterative process of conceptualizing, measuring, and revising the model can demonstrate marketing's impact even