Ouverture de ‘Brand Equity’ | Zendy

Silvio M. Brondoni | Zendy; Jean-Jacques Lambin | Zendy

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Ouverture de ‘Brand Equity’

Author(s) -

Silvio M. Brondoni,

Jean-Jacques Lambin

Publication year - 2001

Publication title -

symphonya emerging issues in management

Language(s) - English

Resource type - Journals

eISSN - 1593-0319

pISSN - 1593-0300

DOI - 10.4468/2001.1.01ouverture

Subject(s) - brand equity , business , intangible asset , equity (law) , volatility (finance) , brand management , brand loyalty , supply and demand , brand awareness , industrial organization , marketing , economics , microeconomics , finance , political science , law

The progressive development of the global market highlights a structural manufacturing over-capacity and therefore an offer permanently and significantly higher than the potential of absorption by demand. In the new competitive domain of over-supply, firms adopt specific policies of exploitation of the ‘intangibles’, to counter the volatility of demand and stimulate customer loyalty, by exploiting a characteristic intangible asset, represented by the brand equity. Brand equity summarizes a set of tangible and intangible components, quantifiable with respect to the values settled in defined segments of demand. Quantifications that, clearly, does not directly express a monetary value, reconnecting rather to parameters expressive of brand awareness and image

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