The topic of "brand equity" is on the minds of many researchers and practitioners. Within the academic sphere, however, there seems to be no consensus on the definition and content of this concept. The main aim of this book is to review the state of the art on the subject. It is divided into three sections, the first of which is devoted to conceptualization. The second section aims to shed light on its constituent elements. Finally, the third part explains how the brand brings value to its customers, distributors and the company itself.