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| | Brand equity - definition of Brand equity in Encyclopedia |
 | | Brand equity is the value built-up in a brand. | | | The value of a company's brand equity can be calculated by comparing the expected future revenue from the branded product with the expected future revenue from an equivalent non-branded product. | | | Negative brand equity is usually the result of bad management. |
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http://encyclopedia.laborlawtalk.com/Brand_equity
(210 words)
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| | Brand management - Wikipedia, the free encyclopedia |
| | Changes in shareholders' equity are easy for a company to calculate. | | | The value of the brand is determined by the amount of profit it generates for the manufacturer. | | | More complex metrics like changes in the net present value of shareholders' equity are even more difficult for the product manager to assess. |
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http://en.wikipedia.org/wiki/Brand_management
(984 words)
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| | Untitled Document |
| | Brand equity is by definition an intangible asset. | | | Brand equity is at its root the aggregate value of the future purchases of its customers. | | | The concept of brand equity is based on the idea that a brand has a value greater than the sum of its tangible assets. |
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http://www.brandoctors.com/f3.html
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| | Journal of Advertising: Brand equity, brand preference, and purchase intent |
| | Brand equity can be discussed from the perspective of the investor, the manufacturer, the retailer, or the consumer. | | | The purpose of the present study is twofold: 1) to measure the equity of brands which vary along selected criteria; and 2) to investigate the impact of brand equity on brand preferences and purchase intentions. | | | To the manufacturer, brand equity affords a differential advantage that enables the firm to generate greater volume and greater margins. |
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http://www.findarticles.com/p/articles/mi_qa3694/is_199510/ai_n8716945
(1432 words)
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| | SRBI.COM - Market and Strategy Research - Brand Equity Research |
| | SRBI is the U.S. representative of the Brand Equity and Affinity Measurement (BEAM) System©. | | | Brand Genesis is a qualitative research program that involves the joint participation of senior client management in marketing, finance, operations, and other relevant strata, including top management, to determine the brand's unique selling proposition (USP). | | | A key component of the Brand Equity Measurement and Development Program is The Brand Equity Power Index, a single measure of brand power using survey data and external market data as variable inputs. |
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http://www.srbi.com/brand_equity_research.html
(673 words)
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| | absolute BRAND Valuation Services |
| | Brand Valuation is starting to be recognized as a primary tool in the business model bringing together brand metrics, market analysis and finance to improve and inform Management decisions and maximize shareholder value. | | | Continuous brand equity and value tracking enables brand performance by line of business, geography or channel to be monitored and reported in an understandable financial value. | | | AbsoluteBrand have developed and implemented a brand valuation methodology and process that competitively benchmarks brand profitability (the premium a brand derives) and brand equity to understand the relationship between the drivers of brand equity and financial performance. |
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http://www.absolutebrand.com
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| | Valuing Brands and Brand Equity: |
| | The brand equity component is further broken down into two components, namely a demand-enhancing component and a component that caters for diminished marketing spend due to the brand being established. | | | Managers have also become aware of the fact that the brand has become an important company asset, and focus is needed on the creation of brand equity. | | | The advantages of this approach is that it is widely accepted and it takes all aspects of branding into account; by using the economic profit figure all additional costs and all marketing spend have been accounted for. |
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http://www.huizenga.nova.edu/jame/valuing.htm
(6787 words)
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| | Strategic Marketing And Research Techniques - Brand Equity & Image |
| | Brand equity is a form of wealth that is closely related to what accountants call "goodwill." | | | A brand is a promise made to its customers and shareholders. | | | At least five general approaches to assessing the value of brand equity have been proposed. |
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http://www.s-m-a-r-t.com/Exp_brandequity.htm
(436 words)
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| | Brand equity research |
| | Brand equity research is an attempt to put a value on the strength of a brand in the market, in the same way that the shares/stocks put a value on the strength of the corporation in the eyes of the investors. | | | Indeed, brand equity research has shown that the two are related - the growth in brand equity correlates with the growth in stock values, and also sales, profits, price premiums and employee satisfaction. | | | Given that brand value often accounts for a very significant proportion of the value of the total company (75% for Ford, 51% for the Coca-Cola Corporation), and strong brands drive profitability in several ways (additional sales, reduced costs, referals to new customers), this does make sense. |
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http://www.mudvalley.co.uk/collateral/content/32.htm
(563 words)
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| | Brand Equity Research |
| | Brand managers are also often interested in understanding the steps that can be taken to increase the value of their brand. | | | To this end, it is important that the key drivers of brand equity be identified and understood as part of the measurement process. | | | Depending on the brand and market, discrete choice or share allocation conjoint is typically used to capture information on the role of brand in the purchase or usage decision. |
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http://www.nationalanalysts.com/marketing/brand-marketing-research/brand-equity-research.asp
(268 words)
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| | Brand equity |
| | Because of the nebulous nature of brand-valuation techniques, however, brands are assets which do not figure in company balance sheets. | | | In view of the increasing importance of brands, it is time for the Institute of Chartered Accountants to frame a suitable guidance note on the subject. | | | Carrying out a brand- valuation exercise will help make clear to the company the strength of its most important assets. |
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http://www.expressindia.com/fe/daily/19980820/23255214.html
(320 words)
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| | Building Brand Equity |
| | This course is for brand managers and marketing personnel who wish to implement strategies to build and improve successful brand equity for their products and company. | | | Brand equity adds dollar-value to a company's worth. | | | This value is measured by the consumer's attitudes and loyalties toward the brand. |
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http://www.csudh.edu/skillsonline/courses/NDMK/401.htm
(421 words)
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| | Discovery Research - Brand Equity |
| | Branding decisions determine how your company is perceived by both present and future customers; what your products and services convey to the public; and can provide a competitive advantage in a saturated market. | | | Brand equity research examines both rational and emotional values of a brand. | | | Brand equity is a method where both tactical and strategic marketing processes can be positively influenced. |
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http://www.discoveryresearch.biz/brand.htm
(431 words)
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| | Branding Excellence, brand strategy, brand equity - VentureRepublic |
| | Strong brands increase the value of the products and services in terms of user satisfaction, perceived benefits etc. They enhance the business and financial performance of their owners. | | | A well-established brand with strong brand equity gets a first-mover advantage and a chance to reap the financial benefits. | | | In a weak and challenging economic environment, good brand equity is even more important as it helps products and services to compete for attention and incremental sales. |
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http://www.venturerepublic.com/branding
(352 words)
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| | Brand Equity |
| | Brand equity benefits the company in several ways. | | | Since brand equity represents everything about an organization and its products, it directly influences purchasing decisions. | | | The value of the brand can affect the value of the company. |
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http://www.pylescom.com/about_us/brand2.html
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| | BW Online August 6, 2001 The Best Global Brands |
| | Branding efforts in the financial services sector have taken off as that industry has consolidated and as federal legislation has knocked down the walls that used to separate banks from brokerage houses. | | | To help assess which companies are managing their brands with skill and which ones aren't, BusinessWeek has teamed up with Interbrand Corp., a pioneering brand consultancy in New York, to offer a ranking of 100 global brands by dollar value. | | | This kind of rigorous assessment of brand value has been required for more than a decade in Interbrand's original market, Britain, where measures of brand value often must be included on corporate balance sheets. |
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http://www.businessweek.com/magazine/content/01_32/b3744001.htm
(3233 words)
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| | Lieberman Research Worldwide - Strategic Brand Equity Research |
| | Because brands are essentially intangible and built on perceptions, understanding attitudes and imagery is critical to evaluating brand equity. | | | Clearly, a requisite underlying step to accomplishing that is to understand precisely all the components of the valuable equity that resides in the brand—and their implications for building the brand. | | | LRW has developed a sophisticated menu of techniques that has helped a number of blue-chip clients measure, manage and leverage their brand equity. |
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http://www.lrwonline.com/about/special/brandeq.htm
(384 words)
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| | Fool.com: FedEx Knows Brand Equity [Rule Maker] May 2, 2001 |
| | It is putting on a clinic in brand equity that the dot-coms could have used a few years ago. | | | The brand consultant and product development firm hired to help FedEx with its image make-over was concerned about the impact on customers of the sound made by closing one of its lock boxes. | | | These companies mistook name recognition for brand equity. |
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http://www.fool.com/portfolios/rulemaker/2001/rulemaker010502.htm
(967 words)
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| | How to Measure Brand Equity |
| | Estimating brand equity is important not only to marketing types but also to corporate and accounting types, since “the value of the brand” has been identified as one of the most powerful invisible assets that determine corporate value. | | | The notion of “brand equity” has long been of great interest to marketers, as evidenced by the number of books and articles on branding that have appeared both in the business press and on this very Web site. | | | The trickiest issue to date seems to be working through the nettlesome question of how brand equity should be measured. |
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http://www.marketingprofs.com/4/macpark2.asp
(277 words)
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| | AllAboutBranding.com : Glossary |
| | A comprehensive and systematic examination of all collateral (both tangible and intangible) which relates to a brand. | | | A unique set of associations within the minds of target customers which represent what the brand currently stands for and implies the current promise to customers. | | | The exposure of a brand to a broader target customer market, geographic market, or distribution channel. |
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http://www.allaboutbranding.com/index.lasso?page=11,54,0
(355 words)
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| | MARKETING BOOK: Managing Brand Equity |
| | In a fascinating and insightful examination of the phenomenon of brand equity, Aaker provides a clear and well-defined structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets, which will clarify for managers exactly how brand equity does contribute value. | | | These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David Aaker, a national authority on branding. | | | Although several companies, such as Canada Dry and Colgate-Palmolive, have recently created an equity management position to be guardian of the value of brand names, far too few managers, Aaker concludes, really understand the concept of brand equity and how it must be implemented. |
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http://groups.haas.berkeley.edu/marketing/PAPERS/AAKER/BOOKS/brand.html
(348 words)
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| | Building Brand Equity |
| | Distinctiveness is critically important in branding, and building equity is an extension of this. | | | Accomplishing this superbly creates a great brand that consumers will buy loyally over time, expecting and finding it to be the best choice. | | | Reason-Why distinctiveness is when a brand supports its benefit promise in a way that is clearly different from competitors. |
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http://www.pg.com.pk/careers/apply_pillbbe.shtml
(413 words)
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| | Washington Examiner: Opinion |
| | The "stickiness" (as marketplace brand managers would call it) of the Republican Party label is in the story enthusiastically shared by Republicans of all stripes: government, with its taxes and regulation, is the problem, not the solution. | | | As the oldest political committee in the world elects a new chairman this week in meetings at the Washington Hilton, the Democratic Party faces a problem common to venerable institutions: a loss of brand equity. |
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http://www.dcexaminer.com/articles/2005/02/09/opinion/op-ed/01aaaopeditdean.txt
(1877 words)
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| | Marketing Research Roundtable - Brand Equity |
| | However the good news is that it is generally in line with the tracking results and the retail audit results. | | | You may also like to look at ACNielsen's Winning Brand - Jointly developed by Kelvin Keller and another Australian guy for ACNielsen based on Keller's brand equity concept, and offers an BE Index. | | | Disadvantage - these dimentions are not directly measured (by direct measures i assume market share, intention to buy, would recommend etc.), and nobody can prove that those dimentions are really these in which respondents determine brands. |
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http://forum.researchinfo.com/printthread.php?t=1006
(645 words)
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| | Brand Equity Measurement |
| | Increasingly Corporate Brand Equity is valued as not only an indicator of customer loyalty, but also as an essential tool to guide corporate management in making a myriad of other business decisions to capitalize on total brand potential. | | | The challenging question always surrounds the issue of how to measure this intangible equity. | | | Manage operations, manufacturing and new product development to capaitalize on your existing brand equity |
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http://www.theadvisoryteam.com/brand_equity_check.htm
(153 words)
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| | MarketingProfs - Brand Equity |
| | Absolutely agree with Amir, its s simple indicator or brand equity (other more 'reliable' metrics are truey difficult and expensive to employ and only really needs to be undertaken when you are looking at selling the business!). | | | We also keep in mind that brand equity is measured over years and years, not immediate. | | | Discretion has to applied about other brands' equity when comparing. |
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http://www.marketingprofs.com/ea/qst_question.asp?qstID=752
(302 words)
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| | Brand equity |
| | Brand equity research can help you build your brand; or if it is already strong, it can tell how it can best be used to increase profits or create new products through line extension opportunities. | | | Another important analysis associated with awareness monitoring for this company was measuring its increased advertising expenditures compared with those of principal competitors in order to produce a "share of voice." By comparing awareness and purchase intent gains to share of voice, the company determined its return on increased advertising expenditures. | | | The brand name is one of the best assets of an established company. |
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http://www.savitzresearch.com/tr_brand_equity.htm
(176 words)
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| | Build Brand Equity for Search |
| | Branding occurs every time your brand is placed in the path of prospective customers, preferably when they're somewhere along the buying cycle. | | | I was interested in Nyhan's perspective on the relationship between branding and search advertising. | | | According to Nyhan, if a prospective customer hasn't heard of you until she's ready to make a purchase, you're not perceived as very different from your competitor. |
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http://www.clickz.com/experts/search/results/article.php/3302981
(1334 words)
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| | Brand Marketing |
| | "Brand marketing is the addition of product attributes beyond the base commodity value. | | | "Managing Brand Equity: Capitalizing on the Value of a Brand Name" by David A. Aaker | | | The additions can range from value added customer service to abstract social-symbolic meaning. |
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http://www.entarga.com/mktgplan/brdmktg.htm
(336 words)
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| | Brand, brand manager, neville brand |
| | The journal is essential reading for brand strategists in both private and public... | | | Six new attorneys recently joined Downey Brand, bringing the firm's total number of... | | | Heads of Branding, Brand Directors and Managers; Marketing Directors... |
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http://www.blackscooter.com/brand.html
(869 words)
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| | Search brand equity online websites and online resources |
| | The Uses of Institutional Culture: Strengthening Identification and Building Brand Equity in Higher Education: ASHE Higher Education Report, Vol. | | | Find brand equity and more at Lycos Search. | | | Find brand equity at one of the best sites the Internet has to offer! |
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http://www.seekithere.com/finance/brand-equity.html
(322 words)
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| | Alcoa: News: News Releases: Reynolds Wrap(R) Aluminum Foil #1 in Overall Brand Equity in Spring 2005 EquiTrend(R) Brand ... |
| | Within Alcoa Consumer Products, there are four businesses that globally manufacture and market branded and private label products. | | | Alcoa Consumer Products is a global leader in the consumer packaged goods industry, supplying high quality and trusted foil, film and paper products to the retail and foodservice sectors. | | | Alcoa: News: News Releases: Reynolds Wrap(R) Aluminum Foil #1 in Overall Brand Equity in Spring 2005 EquiTrend(R) Brand Study |
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http://www.alcoa.com/global/en/news/news_detail.asp?pageID=20050706005105en&newsYear=2005
(482 words)
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| | Delve Group: Brand Equity Research Firms |
| | We do more than brand equity research firms. | | | Exult's market acceptance is most evident when we hear from procurement consultants that Exult is invited (or pre-qualifies) in almost every HR BPO deal opportunity that is out there today. | | | The Everest Group, another leading procurement consultancy, estimates Exult has about 37% market share amongst announced total contract value of HR BPO deals far ahead of No. 2 vendor ACN (see Figure 3). |
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http://www.b2bbranding.com/showcases
(263 words)
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| | Overprotecting A Brand's Equity? |
| | Real brand names, on real products, in the real world, with real competitors can get their equity (measured by consumer perception) changed by doing nothing. | | | On some level - actual or psychological - there comes a point where "guarding" and "protecting" the brand's equity may encourage "more of the same" and discourage the stretch and evolution of equity that a brand needs to stay relevant and to grow. | | | Not that a brand doesn't have equity
not that a brand doesn't have strengths and limitations
not that a brand doesn't connote certain images and qualities to a consumer to help get their attention on a product
A brand does certainly do that, and all of that is the good stuff. |
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http://www.stonesoupmarketing.com/overprotect.htm
(768 words)
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| | Brand Keys What We Do |
| | And they can now do it before they spend their money! | | | From Phase One, KeySpan's brand equity scores if advertised on each of them were found to be as follows: | | | There was also an almost perfect correlation between the brand equity scores that KeySpan had received in Phase One of the research and the mean brand attribute ratings it received in response to the TV shows included in Phase Two. |
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http://www.brandkeys.com/whatwedo/b2mc_02.cfm
(504 words)
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| | Thought Flickr's : Brand Equity |
| | If you have a TypeKey or TypePad account, please Sign In | | | Listed below are links to weblogs that reference Brand Equity : | | | FC comes out with the pointer on the top 10 brands |
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http://peterdawson.typepad.com/blog/2005/02/brand_equity_.html
(169 words)
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| | Brand Equity-The Economic Times |
| | Marketers using ambiguous or surprising descriptions for new flavors and colors are likely to win sales by making consumers go through the effort of understanding an off-beat name, says a recent Wharton research. | | | Directors give a host of reasons why advertisers should get excited about animation - creative freedom, risk-free brand icons and visual impact. | | | Retailers have begun stepping up infrastructure to meet the uncontrollable desire of Indians to shop. |
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http://economictimes.indiatimes.com/bequity/185757.cms
(213 words)
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