Search results for "Brand valuation"

showing 2 items of 2 documents

The Value of Brand Equity

2013

Abstract This paper aims to be a brief presentation of brand equity as a provider of strategic advantages for companies that own brands. Successful management of a brand must be focused on values capitalization so that these attributes could represent a natural extension of general perception. The stated goal of any brand manager is to strengthen the brand values so that they may be easily recognizable and identifiable to the public.

Value (ethics)business.industryBrand awarenessbest brandsGeneral EngineeringEnergy Engineering and Power TechnologyAdvertisingBrand valuationbrand equityBrand managementCorporate brandingBrand extensionComputerApplications_GENERALbrandBrand equityMarketingbusinessbrand valuationComputingMilieux_MISCELLANEOUSCapitalizationperformance indicators.Procedia Economics and Finance
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Brand assessment: a key element of marketing strategy

1997

The growing importance of the brand in the life of the company and in consumer perceptions has led many authors to base their analysis on brand value rather than the traditional approach in which its definition, its functions and its characteristics were amply developed. It is becoming increasingly obvious that the brand generates value for the company: brand value is the value of the marginal cash flows generated by a product due to the fact that it is identified with a brand. Brand value is generated by a series of multidimensional assets which interact in a complex way: loyalty; awareness; perceived quality; and identity. One of the main problems for a company wishing to develop a brand …

MarketingReturn on marketing investmentMarketing mix modelingbusiness.industryBrand awarenessAdvertisingBrand valuationBrand managementMarketing managementBrand extensionManagement of Technology and InnovationBusinessBrand equityMarketingJournal of Product & Brand Management
researchProduct