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

Johan Anselmsson
Niklas Bondesson

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