Additive versus inclusive approaches to measuring brand equity: Practical and ethical implications (original) (raw)
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Journal of Product & Brand Management, 2015
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In consumer marketing, brands often provide the primary points of differentiation between competitive offerings, and as such they can be critical to the success of companies. Hence, it is important that the management of brands is approached strategically. However, the lack of an effective dialogue between functions that are disparate in philosophy and do not have a common and compatible use of terminology may be a barrier to strategic management within organisations. No more is this evident than between the functions of marketing and accounting. This article seeks to establish the relationships between the constructs and concepts of branding, and to provide a framework and vocabulary that aids effective communication between the functions of accounting and marketing. The assumption in the article is that good communication between functions within organisations aids strategic management. A model for the management of brand equity is also offered.
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International Journal of Marketing …, 2011
Previous studies on brand equity measurement can be classified into the following main streams: (1) Customer-based Brand Equity (CBBE), where the value of the brand is determined by customers' associations with a product brand and (2) Corporate Brand Equity (CBE), where the value of the brand is determined by stakeholders' associations toward a corporate brand. This paper proposes a holistic approach to Total Brand Equity (TBE) measurement which integrates Customer-based Brand Equity and Corporate Brand Equity into Total Brand Equity measurement. This approach offers a more comprehensive perspective for brand equity valuation which addresses a company's relationships with its customers and stakeholders at large. Further, this paper offers a series of propositions that address the relationship between total brand equity and corporate performance.
brand.usi.ch
It is well-established that consumer-based brand equity is one of the main indicators of brand success and one of the most important intangible assets for organisations. However, there is very little agreement on its constituent dimensions. A review of the pertinent literature has moreover identified that most of the research originates from the US and there has been little research with practitioners to gain insights into their views of appropriate measures of brand equity. Fifteen semi-structured interviews were conducted with senior brand consultants and managers in UK, Germany and Greece. The findings suggest four categories of measures namely consumers' understanding of brand characteristics; consumers' brand evaluation; consumers' feelings about the brand; and finally consumer's behaviour towards the brand.