01298nas a2200181   4500008004100000245005600041210005600097260000900153300001000162490000600172520073700178653001400915653003200929100002400961700001600985700001701001856009801018       2002                        eng d00aCreating Brand Equity Through Strategic Investments0 aCreating Brand Equity Through Strategic Investments  c2002  a45-520 v53 aBrand equity is central to an understanding of the worth of any business, yet it exists in the minds of consumers as a mixture of awareness and image. To measure and understand how this equity is developed, mananged, and enhanced is central to all theories of value creation. This article looks at the concepts of brand identity, brand meaning, brand response, and brand relationship with an eye toward how the measure of brand equity correlates with and is influenced by technology equity, communication equity, and foreign strategic investments. Seventy-seven multinational firms are tracked through the years 1986-1988 and results are reported on based on R&D expenses, advertising costs, and investments in foreign subsidiaries.10aMarketing10aStrategy & Entrepreneurship1 aMishra, Chandra, S.1 aKoenig, Hal1 aGobeli, Dave  u/biblio/creating-brand-equity-through-strategic-investments-0