Managing Brand Equity

The purpose of this study is to discuss and elaborate the main issues encountered in managing brand equity. In order to achieve this purpose, we first analyse the concept of brand equity; second, we provide a comprehensive framework for managing brand equity; and finally, we distinguish different ways to leverage and measure brand equity. The concept of brand equity emerged in the early 1990s. Brand equity can be regarded as a managerial concept, as a financial intangible asset, as a relationship concept or as a customer-based concept from the perspective of the individual consumer. The main asset dimensions of brand equity can be grouped into brand loyalty, brand awareness, perceived quality and brand associations. There are three alternative ways to leverage brand equity: first building it, second borrowing it, or third buying it. Brand equity can create advantages and benefits for the firm, the trade or the consumer.

[1]  Jim Crimmins,et al.  Better Measurement and Management of Brand Value , 2000, Journal of Advertising Research.

[2]  W. Grassl.  Strategic Brand Management: Building, Measuring, and Managing Brand Equity. , 2000 .

[3]  L. Chernatony,et al.  Modelling the components of the brand , 1998 .

[4]  Fiona Harris,et al.  Criteria to Assess Brand Success , 1998 .

[5]  R. Kerin,et al.  Exploring the brand value-shareholder value nexus for consumer goods companies , 1998 .

[6]  Scot Burton,et al.  A scale for measuring attitude toward private label products and an examination of its psychological and behavioral correlates , 1998 .

[7]  L. Chernatony,et al.  Defining A "Brand": Beyond The Literature With Experts' Interpretations , 1998 .

[8]  P. Abeele,et al.  Decline and variability in brand loyalty. , 1997 .

[9]  J. Aaker,et al.  Dimensions of Brand Personality , 1997 .

[10]  Sandra E. Moriarty,et al.  Driving brand value : using integrated marketing to manage profitable stakeholder relationships , 1997 .

[11]  Stewart Pearson,et al.  Building Brands Directly: Creating Business Value from Customer Relationships , 1996 .

[12]  Philippe Mihailovic,et al.  ‘Strategic Brand Management: New approaches to creating and evaluating brand equity’ , 1995 .

[13]  D. Aaker.  Building Strong Brands , 1995 .

[14]  'MARKETING MANAGEMENT: PROVIDING, COMMUNICATING AND DELIVERING VALUE' , 1995 .

[15]  C. Guilding,et al.  Dimensions of brand performance: Challenges for marketing management and managerial accountancy , 1994 .

[16]  V. Srinivasan,et al.  A Survey-Based Method for Measuring and Understanding Brand Equity and Its Extendibility , 1994 .

[17]  Susan M. Broniarczyk,et al.  The Importance of the Brand in Brand Extension , 1994 .

[18]  G. Hankinson,et al.  Branding in Action: Cases and Strategies for Profitable Brand Management , 1993 .

[19]  Deborah Roedder John,et al.  Diluting Brand Beliefs: When Do Brand Extensions Have a Negative Impact? , 1993 .

[20]  Jack Sutcliffe.  ‘Managing Brand Equity: Capitalizing on the Value of a Brand Name’ , 1993 .

[21]  L. Chernatony.  Categorizing brands: Evolutionary processes underpinned by two key dimensions , 1993 .

[22]  Martin Christopher,et al.  Relationship Marketing: Bringing Quality, Customer Service and Marketing Together , 1993 .

[23]  Patrick Barwise,et al.  Brand equity: Snark or Boojum? , 1993 .

[24]  Raymond R. Burke,et al.  Brand equity and the extendibility of brand names , 1993 .

[25]  Kevin Lane Keller,et al.  Interpreting cross-cultural replications of brand extension research , 1993 .

[26]  A dialogue on momentum accounting for brand management , 1993 .

[27]  Jordan J. Louviere,et al.  The equalization price: A measure of consumer-perceived brand equity , 1993 .

[28]  R. Brodie,et al.  Consumer evaluations of brand extensions: Further empirical results , 1993 .

[29]  Kevin Lane Keller.  Conceptualizing, Measuring, and Managing Customer-Based Brand Equity , 1993 .

[30]  G. McWilliam.  The Effect of Brand Typology on Brand Extension Fit: Commercial and Academic Research Findings , 1993 .

[31]  W. F. V. Raaij,et al.  Meaning Structure of Brand Names and Extensions , 1993 .

[32]  Elyette Roux,et al.  Brand Extension Research: a Review , 1993 .

[33]  Mary W. Sullivan.  Brand Extensions: When to Use Them , 1992 .

[34]  D. Aaker.  The Value of Brand Equity , 1992 .

[35]  David A. Aaker,et al.  The Effects of Sequential Introduction of Brand Extensions , 1992 .

[36]  L. Chernatony,et al.  Creating powerful brands : the strategic route to success in consumer, industrial and service markets , 1992 .

[37]  Sandra J. Milberg,et al.  Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency , 1991 .

[38]  David M. Boush,et al.  A Process-Tracing Study of Brand Extension Evaluation , 1991 .

[39]  Allan D. Shocker,et al.  Managing Brand Equity , 1991 .

[40]  Gary J. Russell,et al.  Measuring Brand Value with Scanner Data , 1993 .

[41]  Appreciating Brands as Assets Through Using a Two-Dimensional Model , 1990 .

[42]  Peter H. Farquhar,et al.  A Relational Model For Category Extensions of Brands , 1990 .

[43]  Kevin Lane Keller,et al.  Consumer Evaluations of Brand Extensions , 1990 .

[44]  J. Saunders.  Brands and Valuations , 1990 .

[45]  The Valuation of Brands , 1989 .

[46]  J. P. Jones,et al.  What's in a Name: Advertising and the Concept of Brands , 1986 .

[47]  H. Assael.  Consumer behavior and marketing action , 1981 .

[48]  P. Kotler.  Marketing Management: Analysis, Planning, Implementation and Control , 1972 .