Ouverture de ‘Brand Equity’
DOI:
https://doi.org/10.4468/2001.1.01ouvertureKeywords:
Brand Equity, Brand Portfolio, Over-Supply, Intangible Assets, Market-Driven Management, Global Corporations, Global MarketsAbstract
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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