Branding in the digital era: new directions for research on customer-based brand equity

Abstract The paper “Conceptualizing, Measuring and Managing Customer-Based Brand Equity” in the Journal of Marketing by Keller (Journal of Marketing, 57(1), 1-22, 1993) on conceptualizing brand equity is path-breaking, and provided a much-needed organizing framework for the brand management topic. It is indeed an honor to be asked to provide a commentary on “Reflections on Customer-Based Brand Equity: Perspectives, Progress, and Priorities”. I articulate two separate ideas in writing this commentary: (1) Providing a critique of the framework described in Keller (Journal of Marketing, 57(1), 1-22, 1993); (2) Identifying promising new directions that can extend the framework and building on some of the suggestions provided in Keller (Academy of Marketing Science, 6 (1-2), 2016).