Brand Policy and Brand Equity
DOI:
https://doi.org/10.4468/2001.1.02brondoniKeywords:
A brand represents the awareness and the image that a product has managed with a segment of customers. In business terms, a brand can be defined as a specific relationship created within a given market for the promotion of a particular product. The spAbstract
A brand represents the awareness and the image that a product has managed with a segment of customers. In business terms, a brand can be defined as a specific relationship created within a given market for the promotion of a particular product.
The specific existing relationship between a brand and a given market indicates the functional and symbolic values that demand attributes to the product through the brand.
Brand equity expresses brand value in operating conditions. Brand equity shapes the value, at a certain time, of brand identity (awareness and image) that has been
established with a specific demand.
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