Author Profile
Gregg, Eric A.
Brand Equity: An Overview
Farris, Paul W. Gregg, Eric A. Chinn, Brandon Razuri, Mariela
M-0879 | Published February 24, 2015 | 27 pages Technical Note
Collection: Darden School of Business
This note was written as an updated version of "Perspectives on Brand Equity" (UVA-M-0668), and may be used in its place. This note provides a resource to aid in understanding brand equity: its creat... Read More
Evolution or Revolution in the Music Industry?
Farris, Paul W. Shames, Ervin R. Gregg, Eric A. Almedia, Sonia
M-0684 | Published December 30, 2003 | 9 pages Case
Collection: Darden School of Business
This case allows students to explore the impact of the Internet on an industry structure, value chain, and business models. The combination of broad band Internet access, faster computer processing, a... Read More
Harley-Davidson: Building a Brand Through Consumer Engagement
Farris, Paul W. Gregg, Eric A.
M-0698 | Published July 21, 2002 | 10 pages Case
Collection: Darden School of Business
This case describes the brand-building efforts of Harley-Davidson and some of the programs the company has used to maintain a dialogue with consumers. The case discussion is anticipated to focus on th... Read More
Perspectives on Brand Equity
Farris, Paul W. Shames, Ervin R. Gregg, Eric A.
M-0668 | Published February 10, 2002 | 17 pages Technical Note
Collection: Darden School of Business
This note provides a resource to aid in understanding brand equity: its creation, maintenance, measurement, and value. Suitable for use in introductory courses in marketing at the undergraduate and MB... Read More