Un exemple d'utilisation opérationelle du capital de la marque: le lancement du M3 Power de Gillette

Philippe Jourdan ()
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Philippe Jourdan: IUT-UPEC - IUT Creteil-Vitry - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12

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Abstract: This article presents a measurement method of the brand equity based on the evaluation of the additional utility brought by the brand in the choice of the branded product. This method, using the conjoint analysis technique, is implemented on the occasion of a major product launch, the Gillette's M3 power razor. The theoretical background is presented at first. The results of the survey are finally discussed: segmentation of the market of wet shaving razors'users ; optimization of the pricing of the range; estimation of the leverage effect induced by the brand. The conclusion puts the light on the practical results of the measure of the brand equity differing from the other known methods more focused on the elicitation of the brand equity determinants.

Keywords: Brand equity – conjoint analysis – market share – price of a product – product launch; Capital marque - analyse conjointe – part de marché - prix de vente – lancement de produit (search for similar items in EconPapers)
Date: 2009
Note: View the original document on HAL open archive server: https://hal.science/hal-01134345v1
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Published in Advances in Concumer Research Asia Pacific Conference, 2009, Hyberadad, Inde

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01134345

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