Sharan Jagpal
- 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 ...
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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 (e.g., Tobin's q-ratio and the multiplier method). Following this, it proposes an integrated marketing-finance fusion method for measuring brand equity that combines behavioral and financial data and allows for competitive effects at different levels in the supply chain and for differential market growth rates.Less
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 (e.g., Tobin's q-ratio and the multiplier method). Following this, it proposes an integrated marketing-finance fusion method for measuring brand equity that combines behavioral and financial data and allows for competitive effects at different levels in the supply chain and for differential market growth rates.
Sharan Jagpal
- 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 ...
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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 multiproduct firms, established and new products, durable and nondurable products, and whether the firm is a market leader or not.Less
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 multiproduct firms, established and new products, durable and nondurable products, and whether the firm is a market leader or not.
Grahame R. Dowling
- 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 ...
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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 protecting their products and services. For consumers, brands help to identify the maker of the product and know who should be held accountable for any problems. Parts A and B of this chapter examine three key issues about brands: brand position and positioning — where positioning is the management process that leads to a brand's position; branding — the identity and architecture of brands; and brand equity — the value added to a product or service that is endowed by its brand name.Less
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 protecting their products and services. For consumers, brands help to identify the maker of the product and know who should be held accountable for any problems. Parts A and B of this chapter examine three key issues about brands: brand position and positioning — where positioning is the management process that leads to a brand's position; branding — the identity and architecture of brands; and brand equity — the value added to a product or service that is endowed by its brand name.
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 ...
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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 organization and in different functional areas (e.g., marketing, finance, new product development, and human resources management) how to overcome the problems resulting from function- and discipline-based “silos.” The book has several novel features. All concepts are presented in a simple and easily accessible question-and-answer format. The book provides an in-depth analysis of a broad spectrum of important managerial topics (e.g., how to allocate advertising funds between Internet and conventional advertising, how to evaluate brand equity for mergers and acquisitions, and how to coordinate product design, marketing strategy, and production). In addition, because of its fusion-based methodology, the book provides decision makers with new tools to address familiar managerial problems (e.g., resource allocation and the design of managerial contracts in multiproduct or multidivisional firms). Throughout the book, the focus is on providing managers with actionable theories and metrics that are rigorous yet practical, and that allow the firm or organization to fuse — not merely interface — different functional areas.Less
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 organization and in different functional areas (e.g., marketing, finance, new product development, and human resources management) how to overcome the problems resulting from function- and discipline-based “silos.” The book has several novel features. All concepts are presented in a simple and easily accessible question-and-answer format. The book provides an in-depth analysis of a broad spectrum of important managerial topics (e.g., how to allocate advertising funds between Internet and conventional advertising, how to evaluate brand equity for mergers and acquisitions, and how to coordinate product design, marketing strategy, and production). In addition, because of its fusion-based methodology, the book provides decision makers with new tools to address familiar managerial problems (e.g., resource allocation and the design of managerial contracts in multiproduct or multidivisional firms). Throughout the book, the focus is on providing managers with actionable theories and metrics that are rigorous yet practical, and that allow the firm or organization to fuse — not merely interface — different functional areas.
Chekitan S. Dev
- 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 ...
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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 quantitative customer ratings first into performance and awareness indices and then into a brand equity index. It tracks customer brand perceptions over time, supports remedial marketing strategies, measures the effects of remedial actions, and tracks competitor brand equity. The BrandTracker model can be used to classify the hotel brands into four categories based on high or low awareness plotted against high or low performance. The categories are brand champions (high performance, high awareness), rising brands (high performance, low awareness), troubled brands (low performance, high awareness), and weak brands (low on both indices). In the absence of real-life examples of brand equity measurement, the chapter sketches a hypothetical but realistic demonstration of how a proposed brand equity index was developed and can be used to assess a brand's strength over time and in relation to its competitive set.Less
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 quantitative customer ratings first into performance and awareness indices and then into a brand equity index. It tracks customer brand perceptions over time, supports remedial marketing strategies, measures the effects of remedial actions, and tracks competitor brand equity. The BrandTracker model can be used to classify the hotel brands into four categories based on high or low awareness plotted against high or low performance. The categories are brand champions (high performance, high awareness), rising brands (high performance, low awareness), troubled brands (low performance, high awareness), and weak brands (low on both indices). In the absence of real-life examples of brand equity measurement, the chapter sketches a hypothetical but realistic demonstration of how a proposed brand equity index was developed and can be used to assess a brand's strength over time and in relation to its competitive set.
W. Douglas Evans and Steven Chapman
- 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 ...
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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 brand equity construct, or the associations that consumers form with behaviors. Social marketing brands add value to the relationships between health products and behaviors and consumers. Social marketing brand research has two main purposes: to identify determinants of brand choice and to evaluate outcomes of consumer behavior. Brand research is growing in global social marketing, and its goal should be a standardized set of methods and evidence. More research is needed on how public health brands work, how they determine consumer choice, and what effects they have on behavior. The chapter discusses several case examples of branded health behaviors and campaigns.Less
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 brand equity construct, or the associations that consumers form with behaviors. Social marketing brands add value to the relationships between health products and behaviors and consumers. Social marketing brand research has two main purposes: to identify determinants of brand choice and to evaluate outcomes of consumer behavior. Brand research is growing in global social marketing, and its goal should be a standardized set of methods and evidence. More research is needed on how public health brands work, how they determine consumer choice, and what effects they have on behavior. The chapter discusses several case examples of branded health behaviors and campaigns.
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 ...
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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 suggests that the extent to which consumers recognize, internalize, and relate to brand meanings is not only an academic question. These meanings contribute to “brand equity”, the financial value of intangible brand benefits that exceed the use value of goods, and impacts upon a firm's financial performance. Therefore, the management of brand equity demands first and foremost the management of brand meanings, or semiotics. The book uses structural semiotics, a discipline that extends the laws of structural linguistics to the analysis of verbal, visual, and spatial sign systems, to shed light on the cultural codes and discourse of brands. It proposes that semiotic research should form the cornerstone of brand equity management, since brands rely so heavily on sign systems that contribute to profitability by distinguishing brands from simple commodities, from competitors, and engaging consumers in the brand world. The book includes dozens of global business cases where semiotics has been used to refocus, reposition, or extend the brand to new products, customers, and markets. Drawing upon twenty years of academic and consulting experience, the book provides actionable direction for steering brands through technological and cultural change, differentiating brands in the competitive environment, and counteracting the natural depletion of brand meaning over time.Less
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 suggests that the extent to which consumers recognize, internalize, and relate to brand meanings is not only an academic question. These meanings contribute to “brand equity”, the financial value of intangible brand benefits that exceed the use value of goods, and impacts upon a firm's financial performance. Therefore, the management of brand equity demands first and foremost the management of brand meanings, or semiotics. The book uses structural semiotics, a discipline that extends the laws of structural linguistics to the analysis of verbal, visual, and spatial sign systems, to shed light on the cultural codes and discourse of brands. It proposes that semiotic research should form the cornerstone of brand equity management, since brands rely so heavily on sign systems that contribute to profitability by distinguishing brands from simple commodities, from competitors, and engaging consumers in the brand world. The book includes dozens of global business cases where semiotics has been used to refocus, reposition, or extend the brand to new products, customers, and markets. Drawing upon twenty years of academic and consulting experience, the book provides actionable direction for steering brands through technological and cultural change, differentiating brands in the competitive environment, and counteracting the natural depletion of brand meaning over time.
Cathy Yi Chen, Durairaj Maheswaran, Jie Wei, and Prashant Saxena
- 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 ...
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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 evaluations of products originating from the target countries. This chapter provides a comprehensive review of the various dimensions of nation equity and integrates recent research findings on cultural differences. Specifically, the implications of cultural orientation and emotion on the various effects of nation equity are discussed. Future research directions are suggested based on the framework that depicts the integrative effects of culture, emotion and nation equity.Less
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 evaluations of products originating from the target countries. This chapter provides a comprehensive review of the various dimensions of nation equity and integrates recent research findings on cultural differences. Specifically, the implications of cultural orientation and emotion on the various effects of nation equity are discussed. Future research directions are suggested based on the framework that depicts the integrative effects of culture, emotion and nation equity.
