Showing papers on "Brand equity published in 1991"
Book•
01 Jan 1991
TL;DR: The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships as discussed by the authors.
Abstract: The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David Aaker, a national authority on branding. Yet, research shows that managers cannot identify with confidence their brand associations, levels of consumer awareness, or degree of customer loyalty. Moreover in the last decade, managers desperate for short-term financial results have often unwittingly damaged their brands through price promotions and unwise brand extensions, causing irreversible deterioration of the value of the brand name. Although several companies, such as Canada Dry and Colgate-Palmolive, have recently created an equity management position to be guardian of the value of brand names, far too few managers, Aaker concludes, really understand the concept of brand equity and how it must be implemented. In a fascinating and insightful examination of the phenomenon of brand equity, Aaker provides a clear and well-defined structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets, which will clarify for managers exactly how brand equity does contribute value. The author opens each chapter with a historical analysis of either the success or failure of a particular company's attempt at building brand equity: the fascinating Ivory soap storythe transformation of Datsun to Nissanthe decline of Schlitz beerthe making of the Ford Taurus
3,201 citations
Book•
01 Jan 1991
TL;DR: This article developed a generalizable typology of quality dimensions for durable goods that includes ease of use, versatility, durability, serviceability, performance, and prestige, and conducted a process-tracing laboratory experiment to examine how key marketing variables (price, brand name, and product attributes) affect consumers' judgment processes and inferences about how products perform on the six quality dimensions.
Abstract: Delivering quality products requires an understanding of the critical dimensions and cues that consumers use to judge quality. To that end, this article addresses two fundamental research issues. Using a qualitative study, the authors first develop a generalizable typology of quality dimensions for durable goods that includes ease of use, versatility, durability, serviceability, performance, and prestige. Second, the authors conduct a process-tracing laboratory experiment to examine how key marketing variables—price, brand name, and product attributes—affect consumers’ judgment processes and inferences about how products perform on the six quality dimensions. Results of the experiment indicate that consumers use price and brand name differently to judge the quality dimensions, searching for price and brand name much more frequently when evaluating prestige than when evaluating any other quality dimension. Results suggest that managers must determine the relevant quality dimensions for a product category and the cues that are salient for judging those dimensions.
574 citations
Book•
01 Jan 1991
TL;DR: Brand equity has become an important issue from a variety of perspectives: mergers and acquisitions, evaluation of strategies (e.g., advertising, promotion, quality improvement) and management (in terms of its impact on value creation, brand extensions, enhancement and exploitation of brand strengths), to mention a few as discussed by the authors.
Abstract: Brand equity (BE) has become an important issue from a variety of perspectives: mergers and acquisitions, evaluation of strategies (e.g., advertising, promotion, quality improvement) and management (in terms of its impact on value creation, brand extensions, enhancement and exploitation of brand strengths), to mention a few. While there is general consensus that brands are assets and as such need to be managed with a long-term perspective, the meaning of the term brand equity varies. This paper provides a review of extant literature as well as presentations at two MSI brand equity conferences. It also provides a summary list of insights and questions which should provide both managers and researchers with food for thought and directions for future research.
453 citations
TL;DR: In this article, the authors argue that as it becomes increasingly difficult to sustain a comparative advantage over competitors, it will become increasingly important to position organizations as "brands" in the minds of actual and potential customers.
Abstract: Claims that the time has come to consider how to apply marketing principles and practices in an increasingly competitive and rapidly changing environment. Argues that as it becomes increasingly difficult to sustain a comparative advantage over competitors it will become increasingly important to position organizations as “brands” in the minds of actual and potential customers. Examines the nature of brand building and methods for building company brand and concludes that brand building provides the organization with limitless possibilities for growth.
157 citations
TL;DR: The authors discusses the marketing of hybrid automobiles with a focus on the role that brand name, country of origin, and the interaction between them play in strategic product positioning/marketing, arguing that marketers would do well to consider their target customers' likely reaction to offshore production of a domestic brand or foreign branding of domestic goods.
Abstract: Examines strategic alliances recently cultivated by many multinational enterprises (MNEs) with foreign competitors, in particular the global automobile market. Discusses the marketing of hybrid automobiles with a focus on the role that brand name, country of origin, and the interaction between them play in strategic product positioning/marketing. Argues that marketers would do well to consider their target customers′ likely reaction to offshore production of a domestic brand or foreign branding of domestic goods.
85 citations
Book•
01 Jan 1991
77 citations
TL;DR: In this article, the effect of product characteristics and brand name on shoppers' evaluations of apparel quality and price and consumer decision-making style on evaluations was examined. But consumers' decision making style was found to influence perception of price but not of quality.
Abstract: The present study examined (a)the effect of product characteristics and brand name on shoppers' evaluations of apparel quality and price and (b) the effect of consumer decision-making style on evaluations. One hundred sixty four mall shoppers evaluated the quality and price of one of three experimental shirts which were identical exceptfor brand labels. Brand labels had been manipulated so that each shirt contained a private, national, or designer label. Brand name did influence shoppers perceptions of price but not of quality. Consumers' decision-making style was found to influence perception of price.
62 citations
TL;DR: Brand evaluation is a hot topic in the last few years as discussed by the authors, as evidenced by the vast premiums which are being paid for brand portfolios and the current high level of interest in brand evaluation for strategic planning purposes.
Abstract: For many companies their most valuable assets are their brands, but until recently no reliable, objective methodology has existed for the analysis, evaluation and measurement of a brand and its performance. The last few years, however, have seen a burgeoning interest in brands and branding, as evidenced by the vast premiums which are being paid for brand portfolios and the current high level of interest in brand evaluation for strategic planning purposes. The phenomenon of brand evaluation is examined and the many different uses to which brand evaluation is now being put are reviewed.
32 citations
TL;DR: In this article, the authors examined the effects of established brand prices in a rival advertisement, new brand prices and source credibility on perceived quality of the new brand, and found that when the credibility of the source communicating the brand price was high, established brand price had an effect on perceived qualities of the brand.
21 citations
TL;DR: This article conducted a consumer research study across six packaged grocery product fields and found that between eight and ten attributes were used by consumers to make a brand choice and brand name information was frequently sought.
Abstract: Consumers undertake little external search when buying packaged groceries, with considerable reliance being placed on memory. To undertake grocery shopping efficiently, without suffering from information overload, consumers seek a few “chunks” of information which they regard as having a high informational value. They interpret products as arrays of cues and they seek only those few cues with which they are confident in predicting a product′s performance. Brand name cues appear to be important information chunks. To understand better the attributes which consumers use when choosing a particular brand, a consumer research study was undertaken across six packaged grocery product fields. Confirming the earlier literature, between eight and ten attributes were used by consumers to make a brand choice and brand name information was frequently sought. Implications for marketing management are discussed.
Book•
01 Jan 1991
TL;DR: In this paper, the authors define the problem of defining the personality of a brand, finding the personality finding ideas in three dimensions, refining the execution, and creating a brand identity manual.
Abstract: Part 1 Packaging is not a universal panacea: the manufacturer - brand strategy or company strategy? media - the package - an ongoing and repetitive medium, advertising - medium of the imagination, sales promotion - medium of the moment, point of sale (POS) - medium of visibility the market - distribution, the competition, the consumer. Part 2 The functions of the package: the physical functions - manufacturing/economics, protection/preservation, transport/storage, content/format the commercial functions - ease of use, aesthetics, information, price, ecology. Part 3 Good packaging starts with a good briefing: "Mr and Mrs Everybody" packaging and its strategy the brand and its attributes talking images in two or four colours. Part 4 The brand and its power: the brand is worth its weight in gold the creating of a brand - content, the world of the brand, the brand, personality, the concept, visual strategy, the brand identity manual. Part 5 Rational creativity: defining the problem discovering the personality finding ideas fee in three dimensions be understood refine the execution. Part 6 The package - "A commercial work of art": the elements of visual language - form, the material, colour, the symbol, typography, images, texture, visual syntax. Part 7 New tools: the main functions of the graphic computer - a prodigious dictionary, light images, dissecting the image, the memory of an elephant, turning light into reality the new designers - to each profession its computer, computers are expensive, change the way you react, mastering the technique, the manufacturer/designer relationship. Part 8 The designer - crowned or crucified?: separate the possible from the impossible the idea made concrete taste and colour easy reading present at the birth technology on the move. Part 9 Packaging without frontiers: a real brand is international a coherent idea - the brand equity, co-ordination is money.
01 Jan 1991
TL;DR: The first book on strategic brand management published in Swedish, and one of the first internationally, is as discussed by the authors, where the notion of the brand is discussed and the corporate brand and its role in modern business and society is introduced.
Abstract: On the role and function of brands. The first book on strategic brand management published in Swedish, and one of the first internationally. Brand management and trademark management is discussed. The notion of the brand is discussed and the the corporate brand and its role in modern business and society is introduced.
Book•
01 Jan 1991
TL;DR: Brand extension, the use of an existing brand name on a new product, is an exceedingly popular marketing tactic as companies attempt to economise on new product launches and managers attempt to improve short run sales results as mentioned in this paper.
Abstract: Brand extension, the use of an existing brand name on a new product, is an exceedingly popular marketing tactic as companies attempt to economise on new product launches and managers attempt to improve short run sales results. Review and analysis of current marketing research concludes that popular claims for general benefits of the practice are contradicted both by marketplace evidence and logical argument. Directions of future research to determine whether any specific conditions exist where brand extension might be an appropriate brand management tactic are outlined.
TL;DR: In this paper, the authors investigated how an extension's similarity to a family brand's product category and its price affect attitudes and buying intentions toward an extension and found that a brand extension may be perceived as more desirable and requiring less monetary sacrifice when the extension's product class is similar to the family brand than when the product classes are dissimilar.
Abstract: The purpose of this study was to investigate how an extension's similarity to a family brand's product category and its price affect attitudes and buying intentions toward an extension. Two extensions were developed that varied in terms of similarity to the family brand. The extensions were priced either above, the same as, or below a competing product. The results indicated that a brand extension may be perceived as more desirable and requiring less monetary sacrifice when the extension's product class is similar to the family brand than when the product classes are dissimilar. The price at which the extension is offered influenced perceptions of value and sacrifice, but had little affect on quality, regardless of whether the extension was perceived as similar or dissimilar to the family brand.
TL;DR: In this paper, the authors argue that generic promotion is generally easier to justify in terms of ethics and equity than brand promotion, and that informative and factual brand promotions are easier to explain than deceptive and persuasive brand promotions.
Abstract: Many state governments in the United States promote locally-produced farm products. This paper discusses issues related to the ethics and equity of such promotional programs. The paper argues that generic promotion is generally easier to justify in terms of ethics and equity than brand promotion. It also argues that informative and factual brand promotions are easier to justify than deceptive and persuasive brand promotions. Additional equity issues arising when taxpayers finance state-promotional programs are also discussed.
TL;DR: This article used statistical and anecdotal evi dence in a first attempt to empirically support the theory and found that during this period the banking industry operated in an environment similar to that cited in the reputa tion literature as being likely to produce incentives for firms to invest in name brand capital.
Abstract: The reputation literature tells us when, why, and how investment in name brand capital will occur.1 Empirical evidence to either support or refute this body of theory, however, is scant. This paper uses statistical and anecdotal evi dence in a first attempt to empirically support the theory. The data is gathered from the American free banking era (1839-63). During this period the banking industry operated in an environment similar to that cited in the reputa tion literature as being likely to produce incentives for firms to invest in name brand
TL;DR: The concept of the polygamous brand is defined, and Cadbury's used to illustrate an emerging product concept, involving licensing a brand to other businesses, e.g. Cadbury′s Cream Liqueur, produced by Bass.
Abstract: The concept of the polygamous brand is defined, and Cadbury′s used to illustrate an emerging product concept, involving licensing a brand to other businesses, e.g. Cadbury′s Cream Liqueur, produced by Bass.