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Brand equity and brand vulnerability
European Journal of Marketing, 2003 Brand equity has received significant academic attention since the mid‐1990s. This has been driven partly by changes in international accounting standards as they relate to the reporting of the financial value of intangible assets. A more prominent driver concerns the impact of marketing, and of marketing communication activity in particular, on brand ...
Lynne Eagle +3 more
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Brand equity chain and brand equity measurement approaches
Marketing Intelligence & Planning, 2023PurposeAlthough brand equity (BE) is a widely accepted concept, its definition is still elusive, and researchers have not reached a consensus about which measures provide the best estimates of this complex and multi-faceted construct. Hence, the authors propose a BE chain that incorporates consumer-based BE (CBBE) and firm-based BE (FBBE) measurement ...
Marta Olivia Rovedder de Oliveira +3 more
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2018
This chapter explores the idea of brand equity. It starts by analysing how a name has the ability to provide value beyond the objective characteristics of an object. It demonstrates that there are many definitions of brand equity, all of which address this notion of ‘added value’, some in terms of financial considerations, but most from a consumer’s ...
Richard Rosenbaum-Elliott +2 more
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This chapter explores the idea of brand equity. It starts by analysing how a name has the ability to provide value beyond the objective characteristics of an object. It demonstrates that there are many definitions of brand equity, all of which address this notion of ‘added value’, some in terms of financial considerations, but most from a consumer’s ...
Richard Rosenbaum-Elliott +2 more
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Brand Experience and Brand Equity
Vision: The Journal of Business Perspective, 2019Brands are considered as of one of the strategic and valuable assets which drive business organizations in modern times. The increasing competition in the business environment, commoditization of products and rise of informed customers in contemporary times has compelled businesses to focus on hedonic attributes in their product offerings. The scope of
Faseeh Amin Beig, Fayaz Ahmad Nika
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Ovidius University Annals, Economic Sciences Series, 2011
Nowadays brands have become significant drivers for product purchasing and usage decisions. Thus, they constitute a substantial intangible asset for most companies. In order to gain customers and make them become loyal, firms have to establish the equity of the brand and present it in a clear and visible way to their target market.
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Nowadays brands have become significant drivers for product purchasing and usage decisions. Thus, they constitute a substantial intangible asset for most companies. In order to gain customers and make them become loyal, firms have to establish the equity of the brand and present it in a clear and visible way to their target market.
openaire
Brand Knowledge Management: Growing Brand Equity
Journal of Knowledge Management, 1998The concept of Brand Knowledge Management looks to move brand‐led organizations from content to process and from data to tacit knowledge. This paper proposes a manifesto for brand marketing that re‐focuses its activities and challenges the roles, structures and behaviour of its management.
Ian Richards, David Foster, Ruth Morgan
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Brand Equity Versus e-Brand Equity: The Evolution of Brand Equity Dimensions
2023Lydia Hidayu Lily Suhairi +1 more
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Brands and Models of Brand Equity
2013When I started writing this book in January of 2013, a Google search for the word brand yielded 2.91 billion (yes, with a b!) results. Although an exhaustive analysis of the content of these results was out of the scope of my inquiry, browsing through the results allows us to quickly identify key stakeholders concerning brands.
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2014
Previous studies on brand equity measurement can be classified into the following main streams: (1) Customer-based Brand Equity, where the value of the brand is determined by customers’ associations with a product brand and (2) Corporate Brand Equity, where the value of the brand is determined by stakeholders’ associations toward a corporate brand ...
Hamed M. Shamma, Salah S. Hassan
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Previous studies on brand equity measurement can be classified into the following main streams: (1) Customer-based Brand Equity, where the value of the brand is determined by customers’ associations with a product brand and (2) Corporate Brand Equity, where the value of the brand is determined by stakeholders’ associations toward a corporate brand ...
Hamed M. Shamma, Salah S. Hassan
openaire +1 more source