Johan Anselmsson
Assistant head Marketing, Department of Business Administration
Brand Equity and the Brand Value Chain : What it is and How to Use it in Practice
Author
Editor
- Veronika Tarnovskaya
- Jon Bertilsson
Summary, in English
Many brand managers have long since established the desired core values for their brand, but are still not sure whether they differentiate themselves enough from their most daunting competitors, and whether their brand actually helps to boost sales of their products. This chapter describes a basic brand equity framework for understanding how brand management can create customer value and shareholder value. The chapter starts by describing a conceptual framework and ends with four concrete issues and one case to demonstrate how the brand value chain can be used.
Department/s
- Department of Business Administration
Publishing year
2017-05-18
Language
English
Pages
65-81
Publication/Series
Brand Theories : Perspectives on Brands and Branding
Document type
Book chapter
Publisher
Studentlitteratur AB
Topic
- Business Administration
Status
Published
ISBN/ISSN/Other
- ISBN: 978-91-44-11624-2