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Ouverture de 'Brand Equity'


Author Info

  • Silvio M. Brondoni

    (University of Milano-Bicocca)

  • Jean-Jacques Lambin

    (University of Milano-Bicocca)


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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Bibliographic Info

Article 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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Handle: RePEc:sym:journl:1:y:2001:i:1

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Keywords: Brand Equity; Brand Portfolio; Over-Supply; Intangible Assets; Market-Driven Management; Global Corporations; Global Markets DOI:;


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Cited by:
  1. Silvio M. Brondoni, 2010. "Ouverture de 'Intangible Assets & Global Competition'," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Intangi.
  2. Silvio M. Brondoni, 2008. "Market-Driven Management, Competitive Space and Global Networks," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Market-.
  3. Luca Bisio, 2005. "Global Companies and Global Regulation," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Over-Su.
  4. 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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