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Ouverture de 'Brand Equity'

  • 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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File Function: First version, 2001
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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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