Brand Policy and Brand Equity

Silvio Brondoni

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

Abstract: A brand represents the awareness and the image that a product has managed with a segment of customers. In business terms, a brand can be defined as a specific relationship created within a given market for the promotion of a particular product. The specific existing relationship between a brand and a given market indicates the functional and symbolic values that demand attributes to the product through the brand. Brand equity expresses brand value in operating conditions. Brand equity shapes the value, at a certain time, of brand identity (awareness and image) that has been established with a specific demand.

Keywords: Brand; Trade Mark; Brand Equity; Brand Value; Brand Image; Brand Awareness; Brand Identity; Brand Policy; Product-Brand Policy; Umbrella-Brand Policy; Brand Portfolio DOI:http://dx.doi.org/10.4468/2001.1.02brondoni (search for similar items in EconPapers)
Date: 2001
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (18)

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