Showing papers on "Brand equity published in 1993"
TL;DR: In this article, a conceptual model of brand equity from the perspective of the individual consumer is presented, which is defined as the differential effect of brand knowledge on consumers' perceptions of the brand.
Abstract: The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of brand knowledge on consu...
12,021 citations
2,271 citations
TL;DR: In this article, the authors present a technique for estimating a firm's brand equity that is based on the financial market value of the firm, defined as the incremental cash flows which accrue to branded products over unbranded products.
Abstract: This paper presents a technique for estimating a firm's brand equity that is based on the financial market value of the firm. Brand equity is defined as the incremental cash flows which accrue to branded products over unbranded products. The estimation technique extracts the value of brand equity from the value of the firm's other assets.
This technique is useful for two purposes. First, the macro approach assigns an objective value to a company's brands and relates this value to the determinants of brand equity. Second, the micro approach isolates changes in brand equity at the individual brand level by measuring the response of brand equity to major marketing decisions.
Empirically, we estimate brand equity using the macro approach for a sample of industries and companies. Then we use the micro approach to trace the brand equity of Coca-Cola and Pepsi over three major events in the soft drink industry from 1982 to 1986.
1,479 citations
TL;DR: In this paper, the importance of a firm's reputation to the success or failure of its brands, the effect on the firm's brand when reputation decays, how important it is for a firm to maintain or advance I reputation; how a brand's reputation can be transferred to other products.
Abstract: Considers the importance of a firms′ reputation to the success or failure of its brands; the effect on the firm′s brand when a firm′s reputation decays; how important it is for a firm to maintain or advance I reputation; how a brand′s reputation can be transferred to other products. Addresses and discusses these issues in detail and emphasises the importance of reputation to the ultimate success of a product and company and warns against ignoring its fragility.
625 citations
TL;DR: Brand Intangible Value as mentioned in this paper measures the component of brand value which cannot be directly attributed to the physical product, thus measuring the value created by such factors as brand name associations and perceptual distortions.
493 citations
TL;DR: In this article, the authors hypothesize that consumer utility for a brand consists of three components and that the extendibility of a brand name is limited by how closely the brand name interacts with the physical product attributes in consumers' utility for the brand in the parent category.
383 citations
TL;DR: In this paper, the Equalization Price (EP) is defined as a measure of the implicit value to the individual consumer of a brand in a market in which some degree of differentiation exists vis-a-vis its implicit value in the market characterized by no brand differentiation.
305 citations
TL;DR: The authors argue that progress may have been hindered by attempts to find a single all-embracing measure of brand equity, partly because the value of a brand is not in practice separable from the product and the rest of the firm.
268 citations
Book•
01 Apr 1993
TL;DR: The Brand Personality Component of Brand Goodwill: Some Antecedents and Consequences as discussed by the authors, and Brand Personality and Brand Equity: Converting Image Into Equity: An Overview.
Abstract: Contents: Preface. D.A. Aaker, A.L. Biel, Brand Equity and Advertising: An Overview. Part I: A Global View on Building Brands. S. Owen, The Landor ImagePower Survey: A Global Assessment of Brand Strength. J. Moore, Building Brands Across Markets: Cultural Differences in Brand Relationships Within the European Community. H. Tanaka, Branding in Japan. Part II: The Brand Personality and Brand Equity. A.L. Biel, Converting Image Into Equity. R. Batra, D.R. Lehmann, D. Singh, The Brand Personality Component of Brand Goodwill: Some Antecedents and Consequences. N. Smothers, Can Products and Brands Have Charisma? M. Blackston, Beyond Brand Personality: Building Brand Relationships. G. McCracken, The Value of the Brand: An Anthropological Perspective. Part III: The Role of Advertising in Creating Brand Equity. A. Kirmani, V. Zeithaml, Advertising, Perceived Quality, and Brand Image. J. Lannon, Asking the Right Questions: What Do People Do with Advertising? B. Wansink, M.L. Ray, Expansion Advertising and Brand Equity. J.A. Edell, M.C. Moore, The Impact and Memorability of Ad-Induced Feelings: Implications for Brand Equity. H.S. Krishnan, D. Chakravarti, Varieties of Brand Memory Induced by Advertising: Determinants, Measures, and Relationships. Part IV: Perspectives on Brand Equity. J. McQueen, C. Foley, J. Deighton, Decomposing a Brand's Consumer Franchise into Buyer Types. C.P. Haugtvedt, C. Leavitt, W.L. Schneier, Cognitive Strength of Established Brands: Memory, Attitudinal, and Structural Approaches. P.H. Farquhar, P.M. Herr, The Dual Structure of Brand Associations. Part V: Perspectives on Brand Extensions. K. Nakamoto, D.J. MacInnis, H-S. Jung, Advertising Claims and Evidence as Bases for Brand Equity and Consumer Evaluations of Brand Extensions. D.M. Boush, Brands as Categories. E.M. Tauber, Fit and Leverage in Brand Extensions. Part VI: Case Studies and a Commentary. L. Winters, The Role of Corporate Advertising in Building a Brand: Chevron's Preconversion Campaign in Texas. D.A. Aaker, Are Brand Equity Investments Really Worthwhile? W.D. Wells, Brand Equities, Elephants and Birds: A Commentary.
244 citations
TL;DR: In this article, the authors explored the evolution, existence and extensibility of brand equity in a particular business to business market and concluded with practical implications for managers in business-to-business product or service firms.
Abstract: Posits a stagewise learning process involved in the building of brand equity: brand birth; the creation of brand awareness and associations; the building of quality and value perceptions; the emergence of brand loyalty; and the launching of brand extensions. Also reports on an empirical study which explored the evolution, existence and extensibility of brand equity in a particular business‐to‐business market. Concludes with practical implications for managers in business‐to‐business product or service firms.
221 citations
TL;DR: In this paper, conjoint analysis was used to analyse Russian, Polish and Hungarian consumers' decision behavior in a single product category, colour televisions, and found that Russian and Polish consumers placed considerable emphasis on the product's place of manufacture, while the Hungarians were more functional in their decision strategy, focusing on product's intrinsic properties.
Abstract: The economic reforms sweeping Eastern Europe and the former Soviet Union point to a critical need for consumer‐based market research in the region. In this study, conjoint analysis was used to analyse Russian ( n=88), Polish (n=77), and Hungarian (n=113) consumers′ decision behaviour in a single product category, colour televisions. Of particular interest were the separate and joint roles played by brand name and country of origin in the decision processes of former Socialist consumers. The results show that Russian and Polish consumers place considerable emphasis on the product′s place of manufacture, while the Hungarians were more “functional” in their decision strategy, focusing on the product′s intrinsic properties. Contrary to expectations, brand name was less important than other attributes in the decision making of all three groups. Each group also showed minimal concern with the interaction between brand name and country of origin. Discusses implications for Western firms which are seeking market ...
TL;DR: In this article, a replication of Aaker and Keller's study of consumer evaluations of brand extensions examines the extent to which the findings of this exploratory study generalise, and provisionally conclude that consumer acceptance of a proposed brand extension will tend to be higher if: (1) the perceived quality of the brand is high, (2) there is perceived fit between the two product categories, especially in terms of the transferability of the skills and the complementarily of the two products, and (3) the extension is in a category which is difficult to make.
Book•
01 Jan 1993
TL;DR: In this paper, the concept of exclusive value principle is proposed as an explanation for the attainment of brand exclusivity, and 17 marketing strategy alternatives for achieving favourable high-price positioning.
Abstract: Proposes the concept of “An exclusive Value Principle” as an explanation for the attainment of brandexclusivity. Argues that positioning a brand carefully with prestige pricing approach reinforces a positive, even exclusive, brand image in the mind of the customer. Presents relationships between an exclusive value, market price, margin, risk, and firm value. Identifies 17 marketing strategy alternatives for achieving favourable high‐price positioning.
TL;DR: In this paper, different versions of a brand slogan were presented to each of three treatment groups before they evaluated six potential extensions of a fictitious brand and found that the slogans had a significant effect both on the perceived similarity and on the evaluations of potential brand extensions.
Abstract: Different versions of a brand slogan were presented to each of three treatment groups before they evaluated six potential extensions of a fictitious brand. One slogan primed “nutrition,” one primed “spiciness,” and the third primed “high quality” as product attributes. All other product and brand information was held constant. The slogans had a significant effect both on the perceived similarity and on the evaluations of potential brand extensions. The results suggest that there is considerable flexibility in the category of products that a brand represents. Advertising slogans can play an important role in supporting or undermining a brand extension strategy by drawing attention to attributes that the new product either has in common with existing products or that conflict with existing products. © 1993 John Wiley & Sons, Inc.
TL;DR: In this paper, the influence of product knowledge and brand image on estimates of internal price standards (i.e., lowest, average, and highest price estimates) for two categories of electronic products was examined.
Abstract: This study examines the influence of product knowledge (after adjusting for subjects' brand-specific price knowledge) and brand image (via the brand name) on estimates of internal price standards (i.e., lowest, average, and highest price estimates) for two categories of electronic products. The impact of differing levels of product knowledge on consumers' confidence in their internal price estimates is also studied. The hypothesized effect of brand image on price estimates was greater for novice consumers than for experts for one of the two product categories. In addition, confidence in price estimates was found to be higher for experts than for novices for both product categories. These findings suggest that the relationship between product knowledge and brand image should be considered when studying the impact of external reference price on internal price standards. © 1993 John Wiley & Sons, Inc.
TL;DR: Fenigstein et al. as discussed by the authors conducted a field experiment to test the hypothesis that consumers accept products with national brand labels and reject products with bargain brand labels to enhance their public images.
Abstract: Products with bargain-brand labels are generally considered to be cheap or inferior in comparison with products with national brand labels. Publicly self-conscious individuals might accept products with national brand labels and reject products with bargain brand labels to enhance their public images. A field experiment was conducted to test this hypothesis. Three hundred twenty adults, frequenting public locations, tasted and rated either national brand or bargain brand peanut butters that had either national brand or bargain brand labels. They also completed the Public Self-Consciousness scale (A. Fenigstein, M. F. Scheier, & A. H. Buss, 1975). Ratings of products with national brand labels were expected to be positively correlated with level of public self-consciousness, whereas ratings of products with bargain brand labels were expected to be negatively correlated with level of public self-consciousness. The author's results confirmed both predictions.
TL;DR: In this article, several significant features of alpha-numeric brand names are identified, such as the magnitude of the numbebebe and the number of the n-grams.
Abstract: Alpha-numeric brand names include referent and nonsense mixtures of letters and numbers. Several significant features of alpha-numeric brand names are identified, such as the magnitude of the numbe...
01 Jan 1993
TL;DR: Macrae as mentioned in this paper does a superb job of illustrating the huge variety of ways that creativity can be embedded into a brand's communication relationships with consumers. But it does not really address questions like how does the brand fit with strategy or an organisation's core competences.
Abstract: This book does not really address questions like how does the brand fit with strategy or an organisation's core competences. But it does a superb job of illustrating the huge variety of ways that creativity can be embedded into a brand's communication relationships with consumers. Chris Macrae, Editor of Brand Chartering Handbook and MELNET
TL;DR: In this article, the authors examined whether the brand name reputation of accounting firms who supply audit services, earn premium audit fees, and the results indicated that the repositioning of brand to that of a high prestige name leads to higher audit fee revenue.
TL;DR: In this article, the effects of three countries of origin, three brand names and three levels of price and service on consumers' perceptions of the purchase value of an automobile were investigated.
Abstract: Investigates the effects of three countries of origin, three brand names and three levels of price and service on consumers′ perceptions of the purchase value of an automobile. Based on data collected from a random sample of 179 Canadians and 197 Belgians, the results indicate that the effects of price are not very important. Brand name is a more important cue than made‐in for Belgian consumers, but not for Canadian consumers. Concludes that modifications to marketing strategies for global products may be needed from one consuming country to another.
TL;DR: In this article, the inherent risks of brand extension alongside empirical evidence of the success rates of brand extensions compared with brand name product launches are examined. But the authors conclude that the brand extension is justifiable only when it can be clearly shown to enhance the success of a new product launch and existing brand equity.
Abstract: Examines the inherent risks of brand extension alongside empirical evidence of the success rates of brand extensions compared with brand‐name product launches. Concludes that the brand extension is justifiable only when it can be clearly shown to enhance the success of a new product launch and existing brand equity. Puts forward a number of rules for the appropriate use of brand extension.
01 Jan 1993
TL;DR: In this article, a justifiable case can be made for the predominant significance of the pricing decision in the total array of all marketing-mix decisions for branded products and services, while prices can be decided purely on cost or demand considerations, their effectiveness is vastly improved when they are set in consonance with various other aspects of the brand's marketing strategy.
Abstract: A justifiable case can be made for the predominant significance of the pricing decision in the total array of all marketing-mix decisions for branded products and services. These decisions are important not only for the firm but also for various intermediaries in the distribution channel. While prices can be decided purely on cost or demand considerations, their effectiveness is vastly improved when they are set in consonance with various other aspects of the brand's marketing strategy (for example, such aspects as target market, firm's objectives, competitive positioning, functional versus emotional benefits offered by the product, and the like). Further, price decisions need to be made for transactions at different levels in the channel, because the definition of 'price' differs considerably from orte distribution level to another and even from one consumption situation to another. Even though decisions on price are offen difficult to make, firms should find them to be easier to implement. Further, competitors can react more quickly to appeals based on price as compared to those based on product benefits and imagery. As an example, one may think about the extensive price-promotion activity in various markets (e.g. coffee, automobiles) without any change in either the product quality or advertising appeals. Several pressures (both upward and downward) operate on the firm in the process of arriving at a thoughtful and deliberate pricing decision (or strategy). Upward pressures include unique product features, company reputation (or brand equity), product costs aiad supply of raw material, while factors such as availability of substitutes, price controls and competition operate as downward pressures. Over the last two decades, business firms have designed and implemented a wide fange of innovative pricing strategies (over and above the traditional cost-plus pricing and value pricing) in an effort to cope with various competitive and other externat forces (see Tellis [1986] for a taxonomy of these strategies).
TL;DR: In this article, the authors discuss the pressing need for comparatives to avoid major problems in brand performance assessments within traditional importance-performance analysis, although several other possibilities exist: norms provided by “own” brand past performance, comparison to an “ideal brand”, and segment comparisons.
Abstract: In traditional importance‐performance analysis, self‐reported relative importance weights and “own” brand performance ratings are combined to yield assessments of current market standing. Discusses the pressing need for comparatives to avoid major problems in brand performance assessments within traditional importance‐performance analysis. These comparatives ideally include performance assessments of competitors′ brands, although several other possibilities exist: norms provided by “own” brand past performance, comparison to an “ideal brand”, and segment comparisons.
TL;DR: In this paper, a review of the concept of images in marketing is presented, which identifies two levels of images: brand images and corporate images, and the planning of marketing and public relations should be integrated at the level of strategic management.
Abstract: This article reviews the concept of images in marketing. The marketing literature identifies two levels of images: brand images and corporate images. At the brand level, corporations address the extent to which each marketing instrument contributes to the brand image and the extent to which that image enhances desired economic behavior of markets. Corporate images include brand images, but they also consist of factors such as the quality of management, corporate leadership, and employee orientation. Corporations must harmonize their brand and corporate images. They also must bring their perceived self-images into harmony with those of all relevant publics. To harmonize these images, the planning of marketing and public relations should be integrated at the level of strategic management. Corporate leadership can detect the overlapping requirements of the market and society only by combining marketing and public relations under the common roof of strategic corporate planning and by making them equal instrum...
TL;DR: In this article, a dialogue between an accountant Alpha and a brand manager Beta examines various aspects of momentum accounting systems for brand management and addresses several implementation issues, such as accounting for momentum components that dissipate at different rates.
Journal Article•
Book•
01 Aug 1993
Journal Article•