Showing papers on "Brand equity published in 1987"
TL;DR: In this article, consumers' attitudes toward names were studied and evidence was found that attitude toward a brand name exists independently of attitude towards a product or brand, and that four predictor variables (number of purchases, product interest, cognitive differentiation, and product experience) explained up to 34% of the variance associated with brand name attitudes.
90 citations
01 Jan 1987
TL;DR: A corporate identity program is really nothing more than the branding and packaging of an entire company as mentioned in this paper, it is a way of giving shape to the contents of the contents and a way to communicate the corporate ingredients to target groups and markets.
Abstract: A corporate identity programme is really nothing more than the branding and packaging of an entire company. Like all packaging, it is a way of giving shape to the contents — a way of communicating the corporate ingredients to target groups and markets. A corporate identity programme differentiates the company in a positive and memorable way; it projects the unique personality of the corporation; it positions the company in the market-place.
30 citations
TL;DR: In this paper, a model based on representational thinking is presented to explain the role of environment in brand evaluation, and the strategic marketing implications of the above relationships are also discussed.
Abstract: A model based on representational thinking is presented to explain the role of environment in brand evaluation. With respect to retail settings, we conclude that the environment of a retail setting is not of critical importance in brand evaluation when consumers have elaborate representations of their target brands. When their representations for target brands are less elaborate, consumers' evaluations of these brands will be derived from their representations of either the physical or social environment, or both, to the extent that these representations are well elaborated. The strategic marketing implications of the above relationships are also discussed.
12 citations
TL;DR: Chester Kane as discussed by the authors argues that several special steps should be taken to obtain maximum leverage from the value of an existing brand name and describes a series of approaches that collectively stress planning, objectivity, and the use of appropriate research tools.
6 citations
TL;DR: Chester Kane as discussed by the authors argues that several special steps should be taken to obtain maximum leverage from the value of an existing brand name and describes a series of approach that collectively stress planning, objectivity, and the use of appropriate research tools.
6 citations