品牌资产
品牌管理
营销
业务
品牌知名度
公司
独创性
产品(数学)
股本回报率
股权风险
财务
定性研究
私募股权
社会学
几何学
证券交易所
社会科学
数学
作者
Steven C. Isberg,Dennis A. Pitta
出处
期刊:Journal of Product & Brand Management
[Emerald (MCB UP)]
日期:2013-02-22
卷期号:22 (1): 65-78
被引量:21
标识
DOI:10.1108/10610421311298713
摘要
Purpose The purpose of this article is to describe a method of assessing brand equity quantitatively. Design/methodology/approach The article describes an example of analysis using publicly available financial data to assess brand equity. Findings Brand equity measurement has been an elusive goal for product managers. While qualitative definitions are available, few studies have attempted to quantify a product or company's brand equity. Using financial analysis techniques focusing on return on equity and return on assets, the case examines the results of two distinct brand equity growth strategies. The first is growth by acquisition; the second, organic brand development. Using historical financial data for the Safeway corporation, the case calculates the brand equity effects of two distinct marketing strategies. In the example, organic brand development, the traditional task of the brand manager, results in higher brand equity. Research limitations/implications As in all case studies, the specific conditions found in one organization may not be found more generally in others. Readers are cautioned that the conclusions drawn may have limited applicability. Practical implications The work illustrates a technique that a product/service manager may use to assess the brand equity effects of a marketing strategy. Originality/value The work describes a technique not widely publicized in the brand literature.
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