Capitalizing TM: optimization of the strategic and tactical choices that characterizes the launch of a key product - Gillette's M3Power case

Philippe Jourdan () and Damien de Ponthaud
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Philippe Jourdan: IUT-UPEC - IUT Creteil-Vitry - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12
Damien de Ponthaud: CERAG - Centre d'études et de recherches appliquées à la gestion - UPMF - Université Pierre Mendès France - Grenoble 2 - CNRS - Centre National de la Recherche Scientifique

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Abstract: This paper introduces a method of individual measure of brand equity based on the preferences and consumer choice. Building on the work of Park and Srinivasan, the author proposes two improvements, one on the conceptual framework (model) and the other one the metrics (measurement scales).

Keywords: Brand equity – conjoint analysis – market share – price of a product – product launch; capital marque - analyse conjointe - part de marché - prix d'un produit - lancement de produit (search for similar items in EconPapers)
Date: 2006
Note: View the original document on HAL open archive server: https://hal.science/hal-01134349v1
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Published in ESOMAR, 2006, Londres, United Kingdom

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01134349

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