TitleCreating Brand Equity Through Strategic Investments
Publication TypeJournal Articles
Year of Publication2002
AuthorsMishra, CS, Koenig, H, Gobeli, D
JournalJournal of Private Equity
Volume5
Issue2
Pagination45-52
Date Published2002
KeywordsMarketing, MBA, Strategy & Entrepreneurship
Abstract

Brand equity is central to an understanding of the worth of any business, yet it exists in the minds of consumers as a mixture of awareness and image. To measure and understand how this equity is developed, mananged, and enhanced is central to all theories of value creation. This article looks at the concepts of brand identity, brand meaning, brand response, and brand relationship with an eye toward how the measure of brand equity correlates with and is influenced by technology equity, communication equity, and foreign strategic investments. Seventy-seven multinational firms are tracked through the years 1986-1988 and results are reported on based on R&D expenses, advertising costs, and investments in foreign subsidiaries.

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