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Global Branding with Brand Gender and Brand Equity
2017This chapter demonstrates the brand-gender–brand-equity approach in a global setting through studies in 10 countries across four continents. It follows Aaker and Joachimsthaler’s (Harvard Business Review 137–144, 1999) suggestion that global firms assess brand equity by assessing brand personality.
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Brands and brand equity: definition and management [PDF]
Management Decision, 2000 This article assumes that brands should be managed as valuable, long‐term corporate assets. It is proposed that for a true brand asset mindset to be achieved, the relationship between brand loyalty and brand value needs to be recognised within the management accounting system. It is also suggested that strategic brand management is achieved by having a
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Separation of Brand Equity and Brand Value
Global Business Review, 2010Brand value and brand equity represent two different, yet intricately linked, concepts. Brand value is the net present value of future cash flows from a branded product minus the net present value of future cash flows from a similar unbranded product—or, in simpler terms, what the brand is worth to management and shareholders. Brand equity is a set of
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Brand equity and the extendibility of brand names
International Journal of Research in Marketing, 1993Abstract Brand extensions represent an opportunity for firms to use the equity built up in the names of existing brands in order to enhance marketing productivity. However, before considering a specific extension, managers must first determine how extendible a brand name is likely to be.
Arvind Rangaswamy +2 more
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From brand equity to place brand equity and from there to the place brand [PDF]
Place Branding and Public Diplomacy, 2014 Mihalis Kavaratzis, Magdalena Florek
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2017
What is the payoff of successful global brand building and management activities? Higher brand equity. In accounting terms, brand equity is the goodwill adhering to the brand—the positive (or negative!) outcomes that a company realizes from a product with its name on it.
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What is the payoff of successful global brand building and management activities? Higher brand equity. In accounting terms, brand equity is the goodwill adhering to the brand—the positive (or negative!) outcomes that a company realizes from a product with its name on it.
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2020
Marketers generally agree that consumers make brand choices based upon intangible benefits such as status, belonging, or sex appeal, rather than product attributes alone, such as ingredients. Intangible benefits are delivered to consumers through communications or brand semiotics, which include the brand’s cultural positioning, service and packaging ...
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Marketers generally agree that consumers make brand choices based upon intangible benefits such as status, belonging, or sex appeal, rather than product attributes alone, such as ingredients. Intangible benefits are delivered to consumers through communications or brand semiotics, which include the brand’s cultural positioning, service and packaging ...
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2015
While a brand is a name, often a logo, and sometimes even a slogan or positioning statement, the development of brand equity is a much more involved process. K. L. Keller developed the concept of brand association, conceiving 'consumer-based brand equity' as being composed of brand awareness and brand image. The author’s first attempt at applying brand
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While a brand is a name, often a logo, and sometimes even a slogan or positioning statement, the development of brand equity is a much more involved process. K. L. Keller developed the concept of brand association, conceiving 'consumer-based brand equity' as being composed of brand awareness and brand image. The author’s first attempt at applying brand
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2001
In the past, corporate branding was primarily seen as a task for executives to provide certain qualitative information to their shareholders. But due to increasing competition (not only in the supply markets but also on the sourcing side), an increasing demand in the capital markets, and the growth of firm takeovers, the corporate brand now plays a ...
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In the past, corporate branding was primarily seen as a task for executives to provide certain qualitative information to their shareholders. But due to increasing competition (not only in the supply markets but also on the sourcing side), an increasing demand in the capital markets, and the growth of firm takeovers, the corporate brand now plays a ...
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