Leveraging and Protecting Cultural Equity

Carlos J. Torelli

Chapter Chapter 7 in Globalization, Culture, and Branding, 2013, pp 135-154 from Palgrave Macmillan

Abstract: Abstract Marketers build equity into their brands with the expectation that this equity can be further leveraged to generate future growth. This is consistent with the notion that brands are assets capable of generating future streams of revenues for the firm (see chapter 1).1 Leveraging brand equity refers to the implementation of growth strategies that fit with the equity built into the brand. Adopting H. Igor Ansoff’s product-market expansion grid,2 growth strategies are often classified according to the extent to which they involve existing or new products or markets. As depicted in figure 7.1, depending on the combination of products (existing or new) being offered to different types of markets (existing or new), the following four growth strategies emerge: market penetration, product development, market development, and diversification.

Keywords: Brand Equity; Growth Strategy; Brand Image; Brand Extension; Chinese Consumer (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-33195-3_7

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DOI: 10.1057/9781137331953_7

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