Added value given a product by its brand name. Theory, examples, creation & preservation of, vulnerability, marketing significance.
Written in 1996; 2,250 words; 9 sources; $ 79.95
From the Paper:
This research examines the concept of brand equity. What brand equity is and the significance of the concept are considered in the following discussion. The ways in which brand equity is created and preserved then is reviewed. Lastly, the vulnerability of the concept of brand equity in the contemporary period is examined.
Brand Equity and Its Significance
At the aggregate-level, brand equity is defined generally as the "added value endowed by the brand to the product" (Park & Srinivasan, 1994, p. 271). Branding has assumed greater significance in recent years, as brand managers have come to ?realize that after years of look-alike advertising and overcopying with me-too ..."
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