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Understanding brand’s value: advancing brand equity tracking to brand equity management
Handbook of Business Strategy, 2004Once strictly the purview of the marketing department, savvy organizations now see the value in using brand as a focal point for their overall business strategies. Many are using it as a guidepost for internal actions and interactions with customers and other key stakeholders.
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The Impact of Brand Equity on Customer Equity
2019 15th Iran International Industrial Engineering Conference (IIIEC), 2019Brand equity (BE) and customer equity (CE) are the key concepts in marketing research. Although, less attention has been paid to the link between BE and CE. This research presents a conceptual framework for studying the relationship among the BE key components (knowledge, relevance, esteem, differentiation) and the CE key components or customer ...
Zahra Qorbani +2 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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The Effect of Brand Communication on Brand Equity
Asian Journal of Research in Business Economics and Management, 2015Brands are important in the consumer markets. They are the interface between consumers and the company, and consumers may develop trust and loyalty to brands. The aim of this study is to investigate the effects of brand communication in brand equity. Data were collected through random questionnaires consumers. 260 questionnaires were distributed in the
Saeed Latifi +3 more
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Brand relationships and brand equity in franchising
Industrial Marketing Management, 2011Abstract Previous research suggests that building brand equity enhances the competitive advantage of retailers in B2B markets. However, limited attention has been paid to the concept of brand equity in B2B retailing contexts, particularly in franchise channels.
Nyadzayo, Munyaradzi W. +2 more
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Effects of brand alliance on brand equity
Journal of Contemporary Marketing Science, 2018PurposeAlthough brand alliance has become quite ubiquitous in the marketplace and attracted considerable interest amongst researchers, little research has investigated its effects on the brand equity of partners. The purpose of this paper is to demonstrate why and how brand alliance affects the brand equity of the partners in an alliance.Design ...
Jiefan Jiang +3 more
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Journal of Business Strategy, 1992
Through the 1960s and early 1970s, Schlitz beer was a strong number‐two beer brand supported by the well regarded gusto campaigns, such as the “You only go around once in life—so grab all the gusto you can.” In the mid‐1970s, Schlitz converted to a fermentation process that took four days instead of 12 and substituted corn syrup for barley malt to gain
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Through the 1960s and early 1970s, Schlitz beer was a strong number‐two beer brand supported by the well regarded gusto campaigns, such as the “You only go around once in life—so grab all the gusto you can.” In the mid‐1970s, Schlitz converted to a fermentation process that took four days instead of 12 and substituted corn syrup for barley malt to gain
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International Journal of Marketing, Innovation and Strategy
This paper presents a systematic literature review on Green Brand Equity (GBE), an emerging concept integrating sustainability and environmental responsibility within brand equity frameworks. The review synthesizes findings from 41 academic articles sourced from Web of Science and Scopus, employing a rigorous selection and filtering process.
Magalhães, Pedro Miguel +1 more
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This paper presents a systematic literature review on Green Brand Equity (GBE), an emerging concept integrating sustainability and environmental responsibility within brand equity frameworks. The review synthesizes findings from 41 academic articles sourced from Web of Science and Scopus, employing a rigorous selection and filtering process.
Magalhães, Pedro Miguel +1 more
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The Journal of Private Equity, 2014
Equity capital is not a commodity. It can be differentiated and therefore branded. Branding investment capital will increase its competitive advantage, make it more attractive, and allow it to command privileged access and/or premium returns. Branding capital is now a scattered and ad hoc activity, but will become increasingly important. The value of a
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Equity capital is not a commodity. It can be differentiated and therefore branded. Branding investment capital will increase its competitive advantage, make it more attractive, and allow it to command privileged access and/or premium returns. Branding capital is now a scattered and ad hoc activity, but will become increasingly important. The value of a
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Brand equity for origin-bounded brands [PDF]
Journal of Brand Management, 2014 The article expands on the current brand equity literature by recommending new assets and liabilities unique to brands that are bounded to their origins (OBBs). These are brands that are inseparable from their origins, as is the case with most wines. A review of both the origin and branding literature is undertaken and a conceptual approach is used to ...
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