Ouverture de 'Brand Equity'

Silvio Brondoni and Jean-Jacques Lambin
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Jean-Jacques Lambin: University of Louvain

Symphonya. Emerging Issues in Management, 2001, issue 1 Brand Equity

Abstract: The progressive development of the global market highlights a structural manufacturing over-capacity and therefore an offer permanently and significantly higher than the potential of absorption by demand. In the new competitive domain of over-supply, firms adopt specific policies of exploitation of the 'intangibles', to counter the volatility of demand and stimulate customer loyalty, by exploiting a characteristic intangible asset, represented by the brand equity. Brand equity summarizes a set of tangible and intangible components, quantifiable with respect to the values settled in defined segments of demand. Quantifications that, clearly, does not directly express a monetary value, reconnecting rather to parameters expressive of brand awareness and image.

Keywords: Brand Equity; Brand Portfolio; Over-Supply; Intangible Assets; Market-Driven Management; Global Corporations; Global Markets DOI:http://dx.doi.org/10.4468/2001.1.01ouverture (search for similar items in EconPapers)
Date: 2001
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