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Measuring and Building Brand Equity

Sharan Jagpal

in Fusion for Profit: How Marketing and Finance Can Work Together to Create Value

Published in print:
2008
Published Online:
September 2008
ISBN:
9780195371055
eISBN:
9780199870745
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780195371055.003.0019
Subject:
Business and Management, Marketing

This chapter discusses the conditions under which brand equity can exist and whether brand equity implies charging high prices. It evaluates the use of standard metrics for measuring brand equity ... More


Coordinating Advertising Strategy, Branding, and Positioning

Sharan Jagpal

in Fusion for Profit: How Marketing and Finance Can Work Together to Create Value

Published in print:
2008
Published Online:
September 2008
ISBN:
9780195371055
eISBN:
9780199870745
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780195371055.003.0012
Subject:
Business and Management, Marketing

This chapter shows how the firm should coordinate its advertising message, branding, and product positioning strategies. It distinguishs between the short and long runs, single-product and ... More


Positioning and Branding

Grahame R. Dowling

in The Art and Science of Marketing: Marketing for Marketing Managers

Published in print:
2004
Published Online:
October 2011
ISBN:
9780199269617
eISBN:
9780191699429
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780199269617.003.0007
Subject:
Business and Management, Marketing

This chapter examines brands, often one of the organization's key strategic marketing assets. The management of brands is of fundamental concern to marketers. For sellers, they are a means of legally ... More


Fusion for Profit: How Marketing and Finance Can Work Together to Create Value

Sharan Jagpal and Shireen Jagpal

Published in print:
2008
Published Online:
September 2008
ISBN:
9780195371055
eISBN:
9780199870745
Item type:
book
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780195371055.001.0001
Subject:
Business and Management, Marketing

This book shows how to fuse marketing, finance, and other disciplines to improve performance for the corporation or organization. Specifically, it shows decision makers at different levels in the ... More


Brand Equity

Chekitan S. Dev

in Hospitality Branding

Published in print:
2012
Published Online:
August 2016
ISBN:
9780801452031
eISBN:
9780801465703
Item type:
chapter
Publisher:
Cornell University Press
DOI:
10.7591/cornell/9780801452031.003.0009
Subject:
Business and Management, Marketing

This chapter examines brand equity in the hotel industry and demonstrates a method for measuring it. Developed under the trademarked name BrandTracker, this spreadsheet-based application converts ... More


Brand Research

W. Douglas Evans and Steven Chapman

in Social Marketing Research for Global Public Health: Methods and Technologies

Published in print:
2016
Published Online:
August 2016
ISBN:
9780199757398
eISBN:
9780190226022
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780199757398.003.0004
Subject:
Public Health and Epidemiology, Public Health, Epidemiology

Brands build relationships between consumers and products, services, and organizations and can be applied to behaviors. Branding in social marketing is a growing practice and can be measured by the ... More


Marketing Semiotics: Signs, Strategies, and Brand Value

Laura R. Oswald

Published in print:
2012
Published Online:
April 2015
ISBN:
9780199566495
eISBN:
9780191806681
Item type:
book
Publisher:
Oxford University Press
DOI:
10.1093/acprof:osobl/9780199566495.001.0001
Subject:
Business and Management, Marketing

Everyday consumers buy into the concept of brands and their associated meanings—the perception of quality, a symbolic relationship, a vicarious experience, or even a sense of identity. This book ... More


Culture, Emotions, and Nation Equity

Cathy Yi Chen, Durairaj Maheswaran, Jie Wei, and Prashant Saxena

in Handbook of Culture and Consumer Behavior

Published in print:
2015
Published Online:
April 2015
ISBN:
9780199388516
eISBN:
9780190228347
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780199388516.003.0009
Subject:
Psychology, Social Psychology

Recent research proposes that countries, like brands, also have equity associated with them. Substantial evidence demonstrates that the equity of a nation can have a significant impact on the ... More


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