Ouverture de ‘Brand Equity’
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 o...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Niccolò Cusano University-Rome
2001-07-01
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| Series: | Symphonya |
| Subjects: | |
| Online Access: | https://symphonya.unicusano.it/article/view/9113 |
| Summary: | 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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| ISSN: | 1593-0300 1593-0319 |