the mid-1980s – 'Coca-Cola is Coke, Coke is Coca-Cola'. (Hart S., J. Murphy, 1998)
             "Brand equity refers to the value inherent in a well-known brand name". (Leon 1994. pp. 230) It only exists if income streams over and above the average for the sector or segment result from putting a particular brand name on a product or service.
             Regardless of the measures selected, it is essential that managers track their brand equity on regular basis. Managers are continually striving to fine-tune their strategies over the brand's life cycle. To effectively measure brand equity, managers need to appreciate that brand equity is a dynamic concept and thus it needs tracking. The dynamic nature of brand equity can be appreciated from a particularly helpful evolutionary model developed by Gordon and his colleagues (1994), shown in Fig. 1.1. of Appendix A.
             When a new brand is developed, it in
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