Identifying And Leveraging Brand Equity: A 21st Century Approach
- Topics:
- Brand Management
- Source:
- Quirks Marketing Research Review
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Overview: If every definition of brand equity and conception of brand-equity management yielded loyal customers, there would be a lot more loyal customers in the world. The notion of strategic brand management and planning has already altered the view sharply with which some firms are regarding their business. This is especially true in environments where consumers have more options, where information plays a greater role in driving consumer choice, and where levels of accelerated gratification have reached new heights. The three key required measures for successful management in the e-commerce age are: leading-indicator category purchase drivers; real levels of customer expectations about these drivers; a precise measure of a product's or service's brand equities.
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Format: HTML | Date: Mar 2000 | Pages: 1
