Brands and Brand Equity

Brunello Adrian ()
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Brunello Adrian: “Alexandru Ioan Cuza” University of Iasi, Doctoral School of Economics

Ovidius University Annals, Economic Sciences Series, 2011, vol. XI, issue 1, 270-275

Abstract: Nowadays brands have become significant drivers for product purchasing and usage decisions. Thus, they constitute a substantial intangible asset for most companies. In order to gain customers and make them become loyal, firms have to establish the equity of the brand and present it in a clear and visible way to their target market. Therefore the topic of brand equity plays a major role in the creation and development of product and company brand strategy. The paper focuses on some general information about the brand and discusses the two stages of defining the brand, where one can find new elements that lead to brand equity. The purpose of this article is to present the main issues pertaining to brand equity and to analyze the customer-oriented and the market performance-oriented perspectives of brand equity.

Keywords: brands; brand equity; marketing perspective; financial accounting perspective (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2011
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Persistent link: https://EconPapers.repec.org/RePEc:ovi:oviste:v:11:y:2011:i:1:p:270-275

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