Do you know that brands have value? value, what value!!

Till the end of the seventies, the academic research was interested in the study of the couple formed by " the branded product ". It has establishes no distinction between the impact of the brand and that of the product.

In 1979 Srinivasan advances that the brand has a value (utility), independent from that of the product. Indeed a product is something which tends to offer a functional advantage, whereas a brand is a name, a symbol, a conception (design), or an imprint which improves the value of a product or a particular service.

Since then, the idea was progressively imposed that the brand and the product are two different concepts forming two distinct constituents of the firm offer . This separation is spark off the emergence of the concept of brand equity.