Towards a Theory of Marketplace Equity

Abstract

In the last two decades the term ‘equity’ has been used in marketing to describe the asset value of brands, customers, channels, and other marketing relationships. We examine the alternative uses of the term and how they relate together. We also explore issues involved in developing a more general theory of marketplaceequity that integrates branding and relationship thinking with financial thinking. What would be the basis for such a theory? How do existing concepts about brands and relationships relate to a more general theory of marketplace equity and value?