Ouverture de ‘Brand Equity’

• Main Authors: Silvio M. Brondoni, Jean-Jacques Lambin
• Format: Article
• Language: English
• Published: Niccolò Cusano University-Rome 2001-07-01
• Series: Symphonya
• Subjects: brand equity; brand portfolio; over-supply; intangible assets; market-driven management; global corporations; global markets
• Online Access: https://symphonya.unicusano.it/article/view/9113

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.