What is brand equity? Which components of a brand create competitive advantage?
The incremental utility or value added to a product by its brand name. It is estimated by subtracting the utility of physical attributes of the product from the total utility of a brand. Brand equity thus increases cash flow to the business. This idea is based on that the brand of a firm is a valuable asset that is taken into account in a firm's balance sheet.
It is composed of brand awareness, brand loyalty, perceived quality, and the brand's associations.
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International Branding Strategies
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- What are the factors that influence brand portfolio strategy?
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- What is the country-of-origin effect? What factors influence consumer perceptions?
- How does a firm benefit from the characteristics of a brand?
- What impact can a corporate brand have?
- What is brand equity? Which components of a brand create competitive advantage?
- What are the factors that influence brand portfolio strategy?
- What is the process of brand-strategy development and how is it used in a high-value brand?
- What are the characteristics of a brand?
- What is the function of a brand?
- What are the elements of a brand?