 Brands and Models of Brand EquityCarlos J. Torelli Chapter Chapter 1 in Globalization, Culture, and Branding, 2013, pp 3-34 from Palgrave Macmillan Abstract: Abstract When I started writing this book in January of 2013, a Google search for the word brand yielded 2.91 billion (yes, with a b!) results. Although an exhaustive analysis of the content of these results was out of the scope of my inquiry, browsing through the results allows us to quickly identify key stakeholders concerning brands. A cursory glance shows page after page of links to brand consultants with recipes for helping companies create strong brands, as well as links to company websites promoting their own brands. The next category of links includes public news about brands, such as new product introductions, product recalls, and brand stories. Finally, blogs and forums also exist, in which consumers discuss issues related to the brands they use. These findings support the idea that brands matter to three different groups of stakeholders: companies, consumers, and society. Why are brands of interest for these different groups? Let us answer this question by focusing on the functions that brands perform for each group. Keywords: Brand Equity; Price Premium; Brand Personality; Brand Awareness; Strong Brand (search for similar items in EconPapers) There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-33195-3_1 Ordering information: This item can be ordered from Access Statistics for this chapter More chapters in Palgrave Macmillan Books from Palgrave Macmillan |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.