BRAND EQUITY 11-18 1 The marketing output uniquely due to the brand (Keller,1993); 2. The volume of cash-flow that results from the commercialization of one product or service with brand compared with that same product or service without brand (Guillaume, 1993) 制卧价策易大考 国际商学院市场营销学系BRAND EQUITY BRAND EQUITY 1. The marketing output uniquely due to the brand (Keller, 1993); 2. The volume of cash-flow that results from the commercialization of one product or service with brand compared with that same product or service without brand (Guillaume, 1993) 11 －18 11 －18