Ouverture de 'Brand Equity'
AbstractThe 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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Bibliographic InfoArticle provided by University of Milano-Bicocca in its journal Symphonya. Emerging Issues in Management.
Volume (Year): (2001)
Issue (Month): 1 Brand Equity ()
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Web page: http://www.unimib.it/symphonya
Brand Equity; Brand Portfolio; Over-Supply; Intangible Assets; Market-Driven Management; Global Corporations; Global Markets DOI:http://dx.doi.org/10.4468/2001.1.01ouverture;
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- Silvio M. Brondoni, 2010. "Ouverture de 'Intangible Assets & Global Competition'," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Intangi.
- Silvio M. Brondoni, 2008. "Market-Driven Management, Competitive Space and Global Networks," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Market-.
- Luca Bisio, 2005. "Global Companies and Global Regulation," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Over-Su.
- Flavio Gnecchi, 2009. "Market-Driven Management, Market Space and Value Proposition," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Market-.
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