Search results
Results From The WOW.Com Content Network
Brand equity. Brand equity, in marketing, is the worth of a brand in and of itself – i.e., the social value of a well-known brand name. The owner of a well-known brand name can generate more revenue simply from brand recognition, as consumers perceive the products of well-known brands as better than those of lesser-known brands. [ 1][ 2][ 3][ 4]
Brand awareness is the extent to which customers are able to recall or recognize a brand under different conditions. [1] Brand awareness is one of two dimensions from brand knowledge, an associative network memory model. [2] It is a key consideration in consumer behavior, advertising management, and brand management. The consumer's ability to ...
Brand equity Within the literature, it is possible to identify two distinct definitions of brand equity. Firstly an accounting definition suggests that brand equity is a measure of the financial value of a brand and attempts to measure the net additional inflows as a result of the brand or the value of the intangible asset of the brand. [ 49 ]
Co-brandingis a marketing strategythat involves strategic allianceof multiple brand names jointly used on a single product or service. [1] Co-branding is an arrangement that associates a single productor servicewith more than one brand name, or otherwise associates a product with someone other than the principal producer.
Brand relationship. A consumer-brand relationship, also known as brand relationship, is the relationship that consumers think, feel, and have with a product or company brand (Fournier, 1998; Veloutsou, 2007). For more than half a century, scholarship has been generated to help managers and stakeholders understand how to drive favorable brand ...
Brand extension is the system of employing a current brand name to enter a different product class. Having a strong brand equity allows for brand extension; for example, many fashion and designer companies extended brands into fragrances, shoes and accessories, home textile, home decor, luggage, (sun-) glasses, furniture, hotels, etc ...
A Brand report card is a process, which may be used by the companies to periodically audit their brands ’ strengths and weaknesses on certain relevant product characteristics and comparing these with the strong brands in the same product category . Kevin Lane Keller in a HBR article (2000)has identified 10 attributes that would measure the ...
Chipotle Mexican Grill customers keep coming back for more despite higher prices and social media criticism of burrito bowl portion sizes.