Download or read book The Measurement and Determinants of Brand Equity written by Carol J. Simon and published by . This book was released on 1989* with total page 31 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Managing Brand Equity written by David A. Aaker and published by Simon and Schuster. This book was released on 2009-12-01 with total page 336 pages. Available in PDF, EPUB and Kindle. Book excerpt: The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David Aaker, a national authority on branding. Yet, research shows that managers cannot identify with confidence their brand associations, levels of consumer awareness, or degree of customer loyalty. Moreover in the last decade, managers desperate for short-term financial results have often unwittingly damaged their brands through price promotions and unwise brand extensions, causing irreversible deterioration of the value of the brand name. Although several companies, such as Canada Dry and Colgate-Palmolive, have recently created an equity management position to be guardian of the value of brand names, far too few managers, Aaker concludes, really understand the concept of brand equity and how it must be implemented. In a fascinating and insightful examination of the phenomenon of brand equity, Aaker provides a clear and well-defined structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets, which will clarify for managers exactly how brand equity does contribute value. The author opens each chapter with a historical analysis of either the success or failure of a particular company's attempt at building brand equity: the fascinating Ivory soap story; the transformation of Datsun to Nissan; the decline of Schlitz beer; the making of the Ford Taurus; and others. Finally, citing examples from many other companies, Aaker shows how to avoid the temptation to place short-term performance before the health of the brand and, instead, to manage brands strategically by creating, developing, and exploiting each of the five assets in turn
Download or read book Determinants of Brand Equity from the Consumer s Perspective written by Dhruv Brahmbhatt and published by . This book was released on 2018 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: Brand equity as a theoretical concept was born in the 1980s. Many authors have given their valuable opinion and views on this term, which differ from one another. As brand equity is closely related with brand loyalty and brand extension, it arouses intense interest among those in the branding business from a wide variety of industries. While there is no common viewpoint on the measurement and dimensions of brand equity, this paper makes an effort to identify the most common determinants and approaches to measurement of brand equity from literature. Majorly, there are two perspectives of brand equity: consumer's perspective and financial perspective. This paper reviews only Consumer-Based Brand Equity (CBBE), which relates to consumer response to a brand name. It reviews the determinants of CBBE by drawing together strands from various conceptual and empirical studies made in this field.
Download or read book Brand Equity and Brand Value written by Michael Burger and published by BoD – Books on Demand. This book was released on 2012 with total page 14 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Building Customer based Brand Equity written by Kevin Lane Keller and published by . This book was released on 2001 with total page 31 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Creating Brand Equity written by and published by GRIN Verlag. This book was released on 2021-08-04 with total page 22 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2020 in the subject Business economics - Miscellaneous, grade: 1,0, University of Applied Sciences Trier, language: English, abstract: In a global world where countless functionally similar products are offered, there must be a suitable reference point by which the success of a company can be defined - the brand equity. The following work therefore aims to provide a comprehensive overview of brand equity and its creation, measurement and maintenance. 1989 California - This year saw the start of an eight-year experiment in the USA, in which an identical compact car was sold under two different brands: the Toyota Corolla and the Chevrolet Prizm. The Toyota Corolla was launched several years earlier and had already gained the trust of many consumers in terms of quality, thus benefiting from a positive brand equity. The Chevrolet Prizm, on the other hand, was a completely new name for consumers in the compact car class. Despite the same technical characteristics of both vehicles, the Prizm was consistently rated worse and the price of the car was also lower than the one of the Toyota Corolla. What does the experiment demonstrate?
Download or read book The Handbook of Marketing Research written by Rajiv Grover and published by SAGE. This book was released on 2006-06-23 with total page 721 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Handbook of Marketing Research comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented firm.
Download or read book What is Brand Equity Anyway written by Paul Feldwick and published by . This book was released on 2002 with total page 148 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Brand Equity Advertising written by David A. Aaker and published by Psychology Press. This book was released on 2013-10-31 with total page 406 pages. Available in PDF, EPUB and Kindle. Book excerpt: The tenth annual Advertising and Consumer Psychology Conference held in San Francisco focused on branding -- a subject generating intense interest both in academia and in the "real world." The principle theory behind these conferences is that much can be gained by joining advertising and marketing professionals with academic researchers in advertising. Professionals can gain insight into the new theories, measurement tools and empirical findings that are emerging, while academics are stimulated by the insights and experience that professionals describe and the research questions that they pose. This book consists of papers delivered by experts from academia and industry discussing issues regarding the role of advertising in the establishment and maintenance of brand equity -- making this volume of interest to advertising and marketing specialists, as well as consumer and social psychologists.
Download or read book Loyalty Rules written by Frederick F. Reichheld and published by Harvard Business Press. This book was released on 2001 with total page 248 pages. Available in PDF, EPUB and Kindle. Book excerpt: Reichheld draws upon case studies of a variety of businesses including Harley-Davidson, Dell Computer, and Enterprise Rent-A-Car to show how employee and customer loyalty promote financial success. His approach to developing loyalty is based upon six principles of leadership including never profiting at the expense of partners, rewarding the right results, and honest communication. Reichheld is a Bain Fellow and author of The Loyalty Effect. c. Book News Inc.
Download or read book BRAND EQUITY AN INDIAN PERSPECTIVE written by SANGEETA TROTT and published by PHI Learning Pvt. Ltd.. This book was released on 2016-01-01 with total page 242 pages. Available in PDF, EPUB and Kindle. Book excerpt: The value of a brand is acknowledged only when a consumer is happy and satisfied using it. Hence, recognition and praise enhance the brand value or brand equity of a product, and makes a product ‘a brand’. Therefore, brand equity becomes a precedence for any product to become a brand. This book delves onto the concepts and theories of Brand Equity, and how it forms an integral part of any product becoming a success. The book skillfully explains fundamental concepts of brand equity, and its importance in product/services marketing, in the Indian context. Divided into four parts, Part 1 of the book begins by explaining the meaning of branding and brand equity. Part 2 then focuses on various components of brand equity. Part 3 educates the readers/students on how to measure brand equity of a product or a brand. Part 4 concludes by elaborating on ways and means to enhance brand equity of any product. This book is designed for the postgraduate degree and PG Diploma students of management specializing in Marketing and brand management. The book will be equally useful for practising Product/Brand Managers.
Download or read book Brand Equity Advertising written by David A. Aaker and published by Psychology Press. This book was released on 2013-10-31 with total page 391 pages. Available in PDF, EPUB and Kindle. Book excerpt: The tenth annual Advertising and Consumer Psychology Conference held in San Francisco focused on branding -- a subject generating intense interest both in academia and in the "real world." The principle theory behind these conferences is that much can be gained by joining advertising and marketing professionals with academic researchers in advertising. Professionals can gain insight into the new theories, measurement tools and empirical findings that are emerging, while academics are stimulated by the insights and experience that professionals describe and the research questions that they pose. This book consists of papers delivered by experts from academia and industry discussing issues regarding the role of advertising in the establishment and maintenance of brand equity -- making this volume of interest to advertising and marketing specialists, as well as consumer and social psychologists.
Download or read book Financial Information and Brand Value written by Sandra Rmadi-Saïd and published by John Wiley & Sons. This book was released on 2020-12-03 with total page 192 pages. Available in PDF, EPUB and Kindle. Book excerpt: The brand is the companyÂs most important asset. In their financial statements, companies are faced with a lack of accounting recognition for the brands they have created, and value recognition for the brands they have acquired. This book studies the nature, characteristics and determinants of brand information published in companies annual and financial reports. It presents case studies on the methods of evaluating and developing brands, and analyzes annual reports published by listed companies, whose brands appear in international rankings. It reflects on the inadequacy of information and disclosed data to demonstrate the value of brands and the need to ensure that more reliable and relevant financial information is available to investors. Financial Information and Brand Value goes beyond the simple application of conceptual frameworks in order for the reader to master the practices related to brand valuation.
Download or read book Once Upon a Chef Weeknight Weekend written by Jennifer Segal and published by Clarkson Potter. This book was released on 2021-09-14 with total page 289 pages. Available in PDF, EPUB and Kindle. Book excerpt: NEW YORK TIMES BESTSELLER • 70 quick-fix weeknight dinners and 30 luscious weekend recipes that make every day taste extra special, no matter how much time you have to spend in the kitchen—from the beloved bestselling author of Once Upon a Chef. “Jennifer’s recipes are healthy, approachable, and creative. I literally want to make everything from this cookbook!”—Gina Homolka, author of The Skinnytaste Cookbook Jennifer Segal, author of the blog and bestselling cookbook Once Upon a Chef, is known for her foolproof, updated spins on everyday classics. Meticulously tested and crafted with an eye toward both flavor and practicality, Jenn’s recipes hone in on exactly what you feel like making. Here she devotes whole chapters to fan favorites, from Marvelous Meatballs to Chicken Winners, and Breakfast for Dinner to Family Feasts. Whether you decide on sticky-sweet Barbecued Soy and Ginger Chicken Thighs; an enlightened and healthy-ish take on Turkey, Spinach & Cheese Meatballs; Chorizo-Style Burgers; or Brownie Pudding that comes together in under thirty minutes, Jenn has you covered.
Download or read book Brands and Brand Management written by Barbara Loken and published by Psychology Press. This book was released on 2023-04-28 with total page 340 pages. Available in PDF, EPUB and Kindle. Book excerpt: Very few books exist that meaningfully integrate the rich and vast body of scientific research and theories that have accumulated in the field, relating to both traditional and contemporary topics in branding. This book accomplishes that task, with contributions from leading experts in the science of branding, national and international. The book should appeal to all students, faculty, and marketing professionals with an interest in research findings about brands, and an interest in deepening their understanding of how consumers view brands.
Download or read book Brand Equity and Its Determinants written by Anne Martensen and published by . This book was released on 2004 with total page 11 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Market Response Models written by Dominique M. Hanssens and published by Springer Science & Business Media. This book was released on 2005-12-19 with total page 507 pages. Available in PDF, EPUB and Kindle. Book excerpt: From 1976 to the beginning of the millennium—covering the quarter-century life span of this book and its predecessor—something remarkable has happened to market response research: it has become practice. Academics who teach in professional fields, like we do, dream of such things. Imagine the satisfaction of knowing that your work has been incorporated into the decision-making routine of brand managers, that category management relies on techniques you developed, that marketing management believes in something you struggled to establish in their minds. It’s not just us that we are talking about. This pride must be shared by all of the researchers who pioneered the simple concept that the determinants of sales could be found if someone just looked for them. Of course, economists had always studied demand. But the project of extending demand analysis would fall to marketing researchers, now called marketing scientists for good reason, who saw that in reality the marketing mix was more than price; it was advertising, sales force effort, distribution, promotion, and every other decision variable that potentially affected sales. The bibliography of this book supports the notion that the academic research in marketing led the way. The journey was difficult, sometimes halting, but ultimately market response research advanced and then insinuated itself into the fabric of modern management.
