Los conceptos de brand equity
y la evaluacion de marcas se fortalecieron en la decada de 1990 por dos motivos importantes (Keller, 1993): la contabilizacion de marcas y las adquisiciones y fusiones de grandes corporaciones que tenian grandes marcas.
Keywords: Corporate Reputation; Brand Image; Brand Equity
; MNC's (Multi National Companies).
With global revenue reaching $17.85 billion and a brand equity
estimated at $13.1 billion, TCL Electronics has seen achieved record setting numbers in 2018.
On how fashion shows boost the mall's brand equity
, Fojas explained, 'The selection of the clothes is classy, young and vibrant, which is aligned with our brand equity
Among many outcomes, brand equity
is also an important outcome of CSR activities and many studies in past have reported a relationship between CSR and brand equity
(Hur, Kim & Woo, 2014; Lai, Chiu, Yang, & Pai, 2010; Wang, 2010); however, there is a limited understanding of the underlying mechanism through which socially responsible actions have an effect on customer-based brand equity--a key gap (i.e.
The analyst says that in light of Kraft's $15B write-down on its key Kraft and Oscar Mayer brands, he's not confident the company can build or maintain the "brand equity
needed to compete in today's consumer environment in a sustainable, compelling way." Lavery had been bullish on Kraft Heinz for its role as a likely consolidator in packaged food, but he now believes he was overly optimistic in both its likelihood of getting a sizable deal done and of the quality of the growth profile for any ensuing company.
Literature regarding brand equity
is ample and fragmented.
Aaker (1991) defines brand equity
as: "A set of brand assets and liabilities linked to a brand, its name and symbol, that adds to/ or subtracts from the value provided by a product or service to a firm and/or to the firm's customers".
The market research study extensively examines the impact of digital signage installations on retail bank locations and has uncovered the positive relationship between digital signage installations and brand equity
components that drive increases in retail sales.
Summary: New Delhi [India], Dec 3 (ANI-BusinessWireIndia): With an aim to recognise developers and other service providers in the real estate/property sector across India, the second edition of International Brand Equity
Real Estate Awards 2018 was held recently in Goa, India.
The findings from the area of consumer-based brand equity
(AAKER, 1996) present a possible path that would make demonstrating these reactions viable.
Consequently, the development of powerful brands and brand equity
has become an important top management issue in this current competitive environment (Hirvonen, Laukkanen, & Reijonen, 2013).