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Brand Policy and Brand Equity

Author

Listed:
  • Silvio M. Brondoni

    () (University of Milano-Bicocca)

Abstract

A brand represents the awareness and the image that a product has managed with a segment of customers. In business terms, a brand can be defined as a specific relationship created within a given market for the promotion of a particular product. The specific existing relationship between a brand and a given market indicates the functional and symbolic values that demand attributes to the product through the brand. Brand equity expresses brand value in operating conditions. Brand equity shapes the value, at a certain time, of brand identity (awareness and image) that has been established with a specific demand.

Suggested Citation

  • Silvio M. Brondoni, 2001. "Brand Policy and Brand Equity," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Brand E.
  • Handle: RePEc:sym:journl:2:y:2001:i:1
    as

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    File URL: http://webdepot.gsi.unimib.it/symphonya/RePec/pdf/symjournl2.pdf
    File Function: First version, 2001
    Download Restriction: no

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
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    Cited by:

    1. Silvio M. Brondoni, 2003. "Ouverture de 'Marketing Research and Global Markets'," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Marketi.
    2. repec:eco:journ3:2017-02-57 is not listed on IDEAS
    3. Elisa Arrigo, 2003. "Corporate Responsibility in Scarcity Economy. The Olivetti Case," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Corpora.
    4. Emanuela Tesser, 2002. "Business-to-Consumer Multi-Channel Distribution Policies: from Marketplace to Market-Space Management," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Market-.
    5. Federica Codignola, 2003. "The Art Market, Global Economy and Information Transparency," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Marketi.
    6. Silvio M. Brondoni, 2005. "Managerial Economics and Global Competition," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Over-Su.
    7. Daniela Salvioni, 2010. "Intangible Assets and Internal Controls in Global Companies," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Intangi.
    8. Silvio M. Brondoni, 2009. "Market-Driven Management, Competitive Customer Value and Global Networks," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Market-.
    9. Maria E. Garbelli, 2002. "Over-Supply and Manufacturing Localization," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Market-.
    10. Silvio M. Brondoni, 2002. "Global Markets and Market-Space Competition," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Market-.
    11. Silvio M. Brondoni, 2002. "Ouverture de 'Corporate Culture and Market Complexity'," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Corpora.
    12. Margherita Corniani, 2002. "Demand Bubble Management," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Market-.
    13. Roberta Tresca, 2011. "Integrated Commercial Activities and Intangible Consumption in Cities Development," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Global .
    14. Giuseppe Varchetta, 2001. "Competences and Human Resources Empowerment in a Market-Driven Company. The Unilever Case," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Market-.

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