The Ultimate Intangible: Measuring and Managing Brands as Strategic Assets
- Topics:
- Brand Management
- Source:
- Marsh & McLennan Companies
FREE Registration is required
Overview: Branding is a human phenomenon as fundamental as the use of symbols. The impact of brands can be powerful, signaling positive or negative value to customers and other constituencies. All else being equal, a strong brand enables a company to command a premium price for a product or have higher market share when charging the same price as a competitor. Detailed knowledge of the attributes that contribute to a brand’s ability to shift demand provides a foundation for focused action to maintain and maximize brand equity. Strategies should address each equity element for each competitor and customer segment. Although people generally speak about brand equity in terms of positive shifts of demand, erosion of brand equity can have powerful and devastating effects.
(Is this item miscategorized? Does it need more tags? Let us know.)
Format: HTML | Date: Jan 2003 | Pages: 1
People who downloaded this item also downloaded
 |
Increasing Customer Lifetime Value |
 |
Brand Value Based On Future Earnings |
 |
Aligning Brand Equity To Drive Business Value |
|
Practical Brand Management |
|
Modeling Brand Equity |
