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Ouverture de 'Brand Equity'

Author

Listed:
  • Silvio M. Brondoni

    () (University of Milano-Bicocca)

  • Jean-Jacques Lambin

    () (University of Milano-Bicocca)

Abstract

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.

Suggested Citation

  • Silvio M. Brondoni & Jean-Jacques Lambin, 2001. "Ouverture de 'Brand Equity'," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Brand E.
  • Handle: RePEc:sym:journl:1:y:2001:i:1
    as

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    File URL: http://webdepot.gsi.unimib.it/symphonya/RePec/pdf/symjournl1.pdf
    File Function: First version, 2001
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    Citations

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    Cited by:

    1. Flavio Gnecchi, 2009. "Market-Driven Management, Market Space and Value Proposition," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Market-.
    2. Luca Bisio, 2005. "Global Companies and Global Regulation," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Over-Su.
    3. Silvio M. Brondoni, 2010. "Ouverture de 'Intangible Assets & Global Competition'," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Intangi.
    4. Silvio M. Brondoni, 2008. "Market-Driven Management, Competitive Space and Global Networks," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Market-.

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