The progressive development of the global market highlights a structural manufacturing over-capacity and therefore an offer permanently and significantly higher than the potential of absorption by demand. In the new competitive domain of over-supply, firms adopt specific policies of exploitation of the ‘intangibles’, to counter the volatility of demand and stimulate customer loyalty, by exploiting a characteristic intangible asset, represented by the brand equity. Brand equity summarizes a set of tangible and intangible components, quantifiable with respect to the values settled in defined segments of demand. Quantifications that, clearly, does not directly express a monetary value, reconnecting rather to parameters expressive of brand awareness and image
Brondoni, S., Lambin, J. (2001). Ouverture de ‘Brand Equity’. SYMPHONYA, 1, 1-4 [10.4468/2001.1.01ouverture].
Ouverture de ‘Brand Equity’
BRONDONI, SILVIO;LAMBIN, JEAN JACQUES
2001
Abstract
The progressive development of the global market highlights a structural manufacturing over-capacity and therefore an offer permanently and significantly higher than the potential of absorption by demand. In the new competitive domain of over-supply, firms adopt specific policies of exploitation of the ‘intangibles’, to counter the volatility of demand and stimulate customer loyalty, by exploiting a characteristic intangible asset, represented by the brand equity. Brand equity summarizes a set of tangible and intangible components, quantifiable with respect to the values settled in defined segments of demand. Quantifications that, clearly, does not directly express a monetary value, reconnecting rather to parameters expressive of brand awareness and image
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