Brand equity is the measurable totality of a brand's worth and is validated by assessing the effectiveness of these branding components as markets become increasingly dynamic and fluctuating, brand equity is a marketing technique to increase customer satisfaction and customer loyalty, with side effects like reduced price sensitivity. Brand equity is the value of the brand in the marketplace1 simply put, a high equity brand has high value in the marketplace however, what this means exactly is often not fully or clearly understood. Brand equity is derived from the overall brand image created by the totality of brand associations, perceived by customers (michell, king, & reast, 2001) therefore, the attainment of a positive image on core values and any other values that differentiate it should be of the highest priority to any company (hague & jackson, 1994).
Brand equity is derived from the overall brand image created by the totality of brand associations, a strong and favorable corporate brand is seen as an important discriminator in an increasingly competitive brand equity exists in business-to-business markets in the form of buyers' willingness to pay a price premium for their. Although brand equity is one of the most controversial subjects in marketing but the final aim of marketing managers is to create high brand equity high brand equity results in: brand preference, purchase intention (chang, hsu and chang, 2008), price sensitivity, market share, profitability trend, brand commitment and loyalty (walker, 2002.
The effect of csr on corporate brand equity brand equity refers to the total utility or value added to a product by virtue of the brand (yoo and donth 2001)consumers should perceive brand differentiation in the product or service category in order to create brand equity, and a meaningful brand differentiation comes from brand value components (lai et al 2010. Brands and brand equity: definition and management lisa wood sheffield hallam university, sheffield, uk brand management in consumer marketing, brands often provide.
Brand equity a brand represents a “name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition. The purpose of this study is to investigate the relationships among corporate social responsibility (csr), corporate brand credibility, corporate brand equity, and corporate reputation structural how csr leads to corporate brand equity: mediating mechanisms of corporate brand credibility and reputation | springerlink. Marketing executive bill moran has derived an index of brand equity as the product of three factors: effective market share is a weighted average it represents the sum of a brand's market shares in all segments in which it competes, weighted by each segment's proportion of that brand's total sales relative price is a ratio it represents the price of goods sold under a given brand, divided by the average price of comparable goods in the market.
Brand extension is the system of employing a current brand name to enter a different product class having a strong brand equity allows for brand extension nevertheless, brand extension has its disadvantages there is a risk that too many uses for one brand name can oversaturate the market resulting in a blurred and weak brand for consumers.
Stores’ brand equity this study develops a model of factors affecting overall brand equity in shahrvand chain store as a case study the sample of 167 customers in tehran city using convenience sampling method was selected data was gathered by the 44-items questionnaire in self-reporting way.
Fombrun (1996, p37) also defines a corporate reputation as the overall estimation in which a company is held by its stakeholders the “net” emotional reaction of customers, investors, employees, and the general public to the company’s name. Corporate brand equity derives from overall impression by all stakeholders • customers • investors • employees • competitors • the local community • government, and • the public at large corporate reputation is formed by all the different stakeholder groups of the organisation in response to information received, and experience of.