0000000000265260
AUTHOR
Munteanu Claudiu-catalin
showing 2 related works from this author
A CRITICAL ANALISYS OF BRAND EQUITY EVALUATION METHODS
2012
Evaluating brand equity can be a difficult and complicated task in practice because it is almost impossible to capture the impact of all "brand-building blocks" and their impact on brand equity on a multidimensional level. Not only the brand itself determines its brand equity, but marketplace multipliers and consumer mindset also hold a significant importance in the process of evaluating brand equity. The aims of this paper are to highlight the applications and main critiques for each method and to suggest an approach that minimizes these drawbacks in order to propose a better method for evaluating brand equity.
A RISK-BASED BRAND EQUITY MODEL
2012
This paper provides a conceptual framework that emphasis the increasing importance of brand equity as intangible asset. In many branches, the wealth of the biggest companies lies on brand equity, so it`s no longer enough to analyse its capacity to get profite; brand risk needs to be determined for a proper track of the total risk exposure. Thus, our model sets three meaningful components of brand equity, based on Kapferer`s explanation, and attaches to each one the subsequent risk. This is the starting point for a new era in brand valuation that comprises applied models with dual standpoint, of both profit and risk.