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Managing Brand Equity
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The article was published on 1991-01-01 and is currently open access. It has received 3890 citations till now. The article focuses on the topics: Brand valuation & Brand equity.read more
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Market and brand-oriented schools of positioning
Mats Urde,Christian Koch +1 more
TL;DR: The concept of positioning is revised to differentiate between fundamental approaches to it and chart a scheme of schools of positioning, which are identified and categorized along a market- and brand-orientation spectrum.
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Marketing and the Wealth of Firms
TL;DR: In this paper, the authors propose that the main source of wealth creation is in the "behavioral assets" of a firm, i.e., the routines and behaviors of the firm.
Journal Article
Services to Remote Users: Marketing the Library's Role
TL;DR: Libraries should approach support to distance education as a new business opportunity, utilizing techniques of market evaluation and analysis, to position academic libraries to provide appropriate educational support.
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Customer Satisfaction in the First and Second Moments of Truth
TL;DR: In this article, the first moment of truth, the package functions as a silent salesman, and once the purchase is made, the product becomes a salesman again, and the salesman is paid by the buyer.
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The dimensionality of fashion‐brand experience: Aligning consumer‐based brand equity approach
TL;DR: In this paper, the authors identify the constructs and conceptualizing the building process of fashion-brand experience, and demonstrate the cognitive, affective, and behavioral brand experience dimensions in accordance with the customer-based brand equity hierarchy.