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40 Resources for

brand equity

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BNET Business Dictionary

Brand Equity: the estimated value of a brand; Brand Equity definition on BNET »

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Understanding Brand's Value: Advancing brand equity Tracking to brand equity Management: Brand equity profiling is a typical weapon in the brand marketer's arsenal - a means for understanding the various attributes that characterize a brand and create its value. But that value can be enhanced significantly through more rigorous profiling that identifies what characteristics are most critical to driving business results...; Tags: Branding, brand equity, brand; White papers
Linking brand equity to Stock Equity: Balancing short-term sales with long-term brand equity is a constant struggle. After all, short-term sales are here, now and tangible, while the impact of long-term brand equity is not as clear-cut. But publicly traded companies, pressured to deliver constant growth and increasing shareholder value, also question how an investment in...; Tags: Branding, Investment, brand equity, brand, equity, valuation, sales, shareholder, stock; White papers
The Death of the Marketing Plan: Why the brand equity Plan Is in Your Future: Despite the changes in the world around them, marketers still labor for months over the simulated "Creation" of a Marketing Plan. In many cases, the index tab dividers remain unchanged, year after year, in mute testimony to the stagnation of the concept. Content can be painlessly "Adapted" to next year's...; Tags: Branding, Marketing research, brand equity, marketing, brand; White papers
Pringles: A Chip Off the Old Block Enhances Packaging to Drive Growth: Pringles is far more than uniquely shaped potato chips in rigid composite containers. The brand answers the consumer's two moments of truth with an ongoing attention to the two packaging components where its brand equity lies. This article focuses on how the range of Pringles' packaging has evolved beyond the...; Tags: Branding, Stagnito Communications, brand equity, brand, chip, sales; White papers
Integrated Marketing Communication (IMC) and Brand Identity as Critical Components of brand equity Strategy: For practitioners, Integrated Marketing Communication (IMC) has become widely accepted, has pervaded various levels within the firm, and has become an integral part of brand strategy that requires extensive brand development activities within the firm before beginning any external brand communications efforts. Regarding academics, Vargo and Lusch (2004) argued in...; Tags: Branding, Marketing research, Gale Group, Integrated Marketing Communication, brand, brand strategy, brand identity, brand management, brand equity, marketing, tool; White papers

New Branding Imperatives: Creating and Leveraging Brand Value: October 24–25, 2005: This tightly focused program provides specific guidelines for planning, building, measuring, and managing brand equity to improve the profitability of brand strategies. New Branding Imperatives is designed for managers in marketing, new product or service development, marketing research, and customer service, and is relevant to a wide range of industries,...; Tags: Tuck Executive Education at Dartmouth, branding, brand equity, brand strategy, brand, marketing research, marketing, customer service, tool, industry; Download resources
Challenges In Creating brand equity For Products With Short PLC: In this paper, we provide a concise description of short life cycle products. The industries analyzed range from entertainment to health foods. The challenges faced by each industry in building Brand Equity are analyzed in depth. A study of common challenges across categories, gives a generic idea of the challenges...; Tags: Branding, brand equity, product life cycle, brand, industry, entertainment, health care; White papers 2007-04-08
Brand Strategy Management Focussing Customers: The Strategic Use of Sport Sponsorship in Service Industry: Sponsorship is getting a major contributor to the achievement of corporate strategic goals and marketers are progressively acknowledging in it not only new communication elements but also an outperformance if compared with advertisement or other traditional marketing practices due to factors as legal constraints for polemical products, clutter, zapping in...; Tags: Branding, Marketing research, brand equity, brand, brand strategy, brand management, marketing, advertisement, industry; White papers 2006-06-26
brand equity: Capitalizing on Intellectual Capital: What actions can managers take to create and maintain high performing brands? This paper covers the components that form the foundation of brand equity (brand identity and brand vision) and how they influence brand knowledge, as measured by indicators such as brand awareness and brand image. The emphasis in the...; Tags: Branding, California State University, brand equity, brand, brand identity, brand image, equity; White papers 2005-03-03
Designing the Branded Experience: How Conoco Broke the Convenience Store Mold: Building brand equity Through Many "Moments of Truth": Brands are enhanced or eroded during countless interactions between customer and company. The challenge is to design a customer experience in harmony with the brand, then allocate investment to the areas of greatest potential return. In this competitive field, creating a new convenience store brand from scratch is a risky...; Tags: Branding, brand, knowledge, industry; White papers 2004-10-01
Building Powerful Strategies That Strengthen brand equity: The paper shows that just as brand dominance sets one company apart from another in local markets, achieving the top position globally is becoming the ultimate competitive weapon for those that aim for global success. The paper further reports that building and maintaining a truly global brand is not an...; Tags: Branding, brand, brand equity, marketing, strategy; White papers 2004-10-01
A Discussion: Branding In The World Of E-commerce Building brand equity Through Many "Moments Of Truth": This white paper in general gives an insights on the rapidly changing e-business world from a diverse group of "change masters". The discussion topics showed in this paper relates to the importance of "the brand" in the swiftly evolving e-commerce world and provides its relevance in the foreseeable future. The...; Tags: Web technology, E-business/E-commerce, e-business, branding, brand; White papers 2004-10-01
Brands That Perform: The Role of Organizational Performance in Building brand equity: Traditional branding efforts create powerful images, strong impressions and promises of all things wonderful. What they do not do - nor can do - is turn images into memories, impressions into experiences and promises into facts. This only happens when customers interact with an organization and experience its products and...; Tags: brand, brand loyalty, branding, marketing, equity, performance; White papers 2004-08-19
Mergers and Acquisitions: Making brand equity a Key Factor in M&A Decision-making: This paper talks about a framework for incorporating brand evaluation and brand strategy into the transaction process. It depicts that developing the actual brand valuation entails several steps, normally directed and undertaken by the brand and marketing teams. It shows that if brand considerations are taken into accounts at the...; Tags: Branding, Mergers & Acquisitions, Emerald Group Publishing Ltd., brand, M&A, brand strategy, brand equity, competitive advantage, equity, shareholder, marketing; White papers 2004-03-01
How Can Customer-facing Employees Help Build brand equity?: It is very essential that attracting and keeping the most talented and productive employees is more important than ever. Companies today must do more with less yet must continually find ways to strengthen their brand offering and provide a differentiating product or experience for customers. However, companies are questioning how...; Tags: Branding, Information Today Inc., brand, brand management, brand image, human capital, dividend, job, customer service; White papers 2003-11-10
Strategic Brand Value:Advancing Use Of brand equity To Grow Your Brand and Business: Business that intend to reap the benefits of using brand as a driver of business success need to begin the process by identifying and managing, in a more systematic and structured way, the associates that contribute to brand equity and are critical to enhancing the brand value and extent that...; Tags: Branding, brand equity, brand, modeling, benefit; White papers 2003-09-01
Dimensionalising the Equity of Bricks and Clicks Brands: This paper approaches the subject of brand equity measurement in a 'bricks-and-clicks' environment. Existing body of research knowledge on brand equity measurement has derived from classical contexts, however the majority of today's brands prosper simultaneously online and offline. Since branding on the web needs to address the unique characteristics of...; Tags: brand equity, brand, branding, environment, equity, knowledge, computer, Web; White papers 2003-06-01
The Side Effects Of Going Off Patent: It is a horrible and suden demise to go from stardom to neglect in a few short months. Many pharmaceutical products await this fate at the end of their patent-protected lives. Branding helps to create block buster drugs, but can it keep alive in this tough world of generic competition....; Tags: Interbrand, branding, pharmaceutical company, brand equity, brand, industry; White papers 2003-03-24
Branding For Relationships, Branding For Retention: A brand is the distinguishing identity of a particular product or service that differentiates it from other products or services in the market. This identity can come from the name, design, symbol, or logo of the brand. An intense promotional program is imperative for the establishment and sustenance of a...; Tags: brand, brand equity, branding, identity, brand loyalty, asset; Presentations 2003-02-26
brand equity: There are many different definitions of brand equity, but they do have several factors in common that includes monetary value, intangible, perecieved quality etc. It also explains advantages of brand equity like it allows you to charge a price premium compared to competitors with less brand equity, maintain higher awareness...; Tags: Branding, brand equity, brand, brand name, asset; White papers 2003-01-01