Discusses the importance of brand equity to a company and how to go about increasing brand equity.
Written in 2005; 3,850 words; 12 sources; APA; $ 105.95
Paper Summary:
This paper describes the function of brand equity, explains its importance to a businesses' success, reviews literature on how to build brand equity and takes a look at how the concept of brand equity in the past in order to discern how companies can best increase brand equity in the present and future.
From the Paper:
"One of the most significant ways that companies can increase their brand equity is through advertising. Research done in the past on the subject of advertising looked at how people reacted to advertisements, in that it tried to determine if these individuals would buy the product based on the advertisement. More recently, other research has focused on the actual affect and whether or not the consumer actually likes the advertisement that he or she sees (Vakratsas & Ambler, 1999). Sometimes, individuals purchase products from companies simply because they are familiar with a certain brand, even if they do not care for their advertisements. However, brand equity can become much stronger if it can evolve from advertisements that a consumer actually likes and feels good about viewing."
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