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Brand equity. Brand equity, in marketing, is the worth of a brand in and of itself – i.e., the social value of a well-known brand name. The owner of a well-known brand name can generate more revenue simply from brand recognition, as consumers perceive the products of well-known brands as better than those of lesser-known brands. [1] [2] [3] [4]
Brand valuation is the process of estimating the total financial value of a brand. A conflict of interest exists if those who value a brand were also involved in its creation. [1] The ISO 10668 standard specifies six key requirements for the process of valuing brands, which are transparency, validity, reliability, sufficiency, objectivity; and ...
Brand equity Within the literature, it is possible to identify two distinct definitions of brand equity. Firstly an accounting definition suggests that brand equity is a measure of the financial value of a brand and attempts to measure the net additional inflows as a result of the brand or the value of the intangible asset of the brand. [ 49 ]
Kevin Lane Keller (born June 23, 1956) is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. He is most notable for having authored Strategic Brand Management (Prentice Hall, 1998, 2002, 2008 and 2012), a widely used text on brand management. The book is focused on the "how to" and "why" of brand ...
Brand extension or brand stretching is a marketing strategy in which a firm marketing a product with a well-developed image uses the same brand name in a different product category. The new product is called a spin-off . Organizations use this strategy to increase and leverage brand equity (definition: the net worth and long-term sustainability ...
Brand relationship. A consumer-brand relationship, also known as brand relationship, is the relationship that consumers think, feel, and have with a product or company brand (Fournier, 1998; Veloutsou, 2007). For more than half a century, scholarship has been generated to help managers and stakeholders understand how to drive favorable brand ...
Marketing strategy. Co-brandingis a marketing strategythat involves strategic allianceof multiple brand names jointly used on a single product or service. [1] Co-branding is an arrangement that associates a single productor servicewith more than one brand name, or otherwise associates a product with someone other than the principal producer.
A typical co-branded restaurant that offers products from two or more of the company's brands (in this case, Taco Bell and KFC) Brand alliances is a branding strategy used in a business alliance. Brand alliances are divided into three types. Cobrands Main article: Co-branding Cobrands are the usage of two or more brands on one certain product. For example, Dell computers carry three brands on ...