AN ANALYSIS REGARDING DESCRIPTIVE DIMENSIONS OF BRAND EQUITY
The competitive potential of any company is significantly influenced by the brands held in the company’s portfolio. Brands are definitely valuable marketing assets. As the brand is a central element of any marketing strategy it is essential to be aware of the descriptive dimensions of its equity. Th...
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doaj-62d7c52ef8a94a6397021698cd710ee32020-11-24T22:43:46ZengUniversitaria Press CraiovaManagement & Marketing1841-24162007-01-011132139AN ANALYSIS REGARDING DESCRIPTIVE DIMENSIONS OF BRAND EQUITYIoan MOISESCUAdriana GICĂThe competitive potential of any company is significantly influenced by the brands held in the company’s portfolio. Brands are definitely valuable marketing assets. As the brand is a central element of any marketing strategy it is essential to be aware of the descriptive dimensions of its equity. This paper tries to outline these dimensions as follows: brand loyalty, brand awareness, brand perceived quality, brand personality, brand image, brand identity and brand associations, as analyzed in the specialized literature. Identifying and comparing different approaches regarding each brand equity dimension and revealing interdependencies between these dimensions, focusing on the importance of scientifically determining their role in generating a long-term increase in marketing efforts efficiency, are among the main objectives of this paper.http://www.mnmk.ro/documents/2007/2007-15.pdfbrand equitycore brand values |
collection |
DOAJ |
language |
English |
format |
Article |
sources |
DOAJ |
author |
Ioan MOISESCU Adriana GICĂ |
spellingShingle |
Ioan MOISESCU Adriana GICĂ AN ANALYSIS REGARDING DESCRIPTIVE DIMENSIONS OF BRAND EQUITY Management & Marketing brand equity core brand values |
author_facet |
Ioan MOISESCU Adriana GICĂ |
author_sort |
Ioan MOISESCU |
title |
AN ANALYSIS REGARDING DESCRIPTIVE DIMENSIONS OF BRAND EQUITY |
title_short |
AN ANALYSIS REGARDING DESCRIPTIVE DIMENSIONS OF BRAND EQUITY |
title_full |
AN ANALYSIS REGARDING DESCRIPTIVE DIMENSIONS OF BRAND EQUITY |
title_fullStr |
AN ANALYSIS REGARDING DESCRIPTIVE DIMENSIONS OF BRAND EQUITY |
title_full_unstemmed |
AN ANALYSIS REGARDING DESCRIPTIVE DIMENSIONS OF BRAND EQUITY |
title_sort |
analysis regarding descriptive dimensions of brand equity |
publisher |
Universitaria Press Craiova |
series |
Management & Marketing |
issn |
1841-2416 |
publishDate |
2007-01-01 |
description |
The competitive potential of any company is significantly influenced by the brands held in the company’s portfolio. Brands are definitely valuable marketing assets. As the brand is a central element of any marketing strategy it is essential to be aware of the descriptive dimensions of its equity. This paper tries to outline these dimensions as follows: brand loyalty, brand awareness, brand perceived quality, brand personality, brand image, brand identity and brand associations, as analyzed in the specialized literature. Identifying and comparing different approaches regarding each brand equity dimension and revealing interdependencies between these dimensions, focusing on the importance of scientifically determining their role in generating a long-term increase in marketing efforts efficiency, are among the main objectives of this paper. |
topic |
brand equity core brand values |
url |
http://www.mnmk.ro/documents/2007/2007-15.pdf |
work_keys_str_mv |
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