The Value of Brand Equity

Budac, Camelia; Baltador, Lia

doi:10.1016/s2212-5671(13)00161-5

Cited by 16 publications

(15 citation statements)

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“…All these four perspectives, their definitions and related studies are summarized at Table 1. Simon & Sullivan, 1993, Mahajan et al, 1994, Budac, & Baltador, 2013., Mizik&Jacobson , 2008 Customer…”

Section: Multidimensional Evaluation Of Brand Equitymentioning

confidence: 99%

Evaluation Of Brand Equity Using Balanced Scorecard: Evidence From Privatized Turkish Firms

Dınçer¹

2017

The European Proceedings of Social and Behavioural Sciences

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Recent studies generally approach brand equity from a consumer oriented paradigm. Based on previous researches, the aim of this paper is to evaluate brand equity by a multidimensional perspective based on balanced scorecard approach. Besides consumer based aspect; financial, organizational, competition dimensions of brand equity are evaluated within a sample of privatized firms listed in Borsa Istanbul. For measuring brand equity, the study offers an original methodology of a hybrid multi-criteria decision making model designed for fuzzy environment. Thereby, the brand equity performances of the selected privatized firms are analyzed by using Fuzzy DEMATEL and Fuzzy VIKOR methods. The results of the analyses present that consumer based dimension is the most influential determinant of brand equity performance. Likewise, financial based dimension is found out to have effects on other brand equity dimensions. Finally, the study findings prove that firms privatized with a high-public-offeringshare have the best brand equity performance compared to others.

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Section: Multidimensional Evaluation Of Brand Equitymentioning

confidence: 99%

Evaluation Of Brand Equity Using Balanced Scorecard: Evidence From Privatized Turkish Firms

Dınçer¹

2017

The European Proceedings of Social and Behavioural Sciences

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“…The issue of brand valuation is frequently discussed in specialized literature; in particular, broad classifications of brand valuation methods (Srnivasan et al, 2011;Abratt & Bick, s. a.;Budac & Baltador, 2013) or more detailed classifications focused on income brand valuation methodologies (Majerova & Kliestik, 2015, pp. 546-552) or either specific comparison of methods involved, e.g.…”

Section: Introductionmentioning

confidence: 99%

Comparison of selected internationally recognized brand valuation methods

Janošková

Křižanová

2017

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Research background: There are many consultative groups and market research companies on the market that have also brand valuation included in their service portfolios. Such companies tend to adopt their own unique approaches to value brands to face increasing competition, which is also reinforced by the fact that brand constitutes the company's most valuable commercial and intangible assets. The paper compares selected internationally recognized brand valuation methods, using the mathematical statistics apparatus (Pearson and Spearman correlation coefficients), on the sample of 12 global well-known brands (Apple, Google, Microsoft, Coca-Cola, Facebook, Toyota, IBM, Disney, McDonald's, General Electric, Samsung and Amazon). Purpose of the article:The aim is to analyze the brand values and the methods applied for possible deviations, and identify whether they are statistically significant and/or find any statistical correlation, or eventually recognize them as totally different and independent approaches. Methods: The analysis is carried out by pairwise comparison of selected brand values provided by selected consultative companies (Forbes, Interbrand, Brand Finance and Millward Oeconomia Copernicana, 8(1),(99)(100)(101)(102)(103)(104)(105)(106)(107)(108)(109)(110) Brown). The degree of correlation of brand values provided by respective consultative groups is calculated using the following correlation coefficients: Pearson's correlation coefficient and its modified non-parametric version involving ordinals -Spearman's rank correlation coefficient. Findings & Value added:The analysis proved the highest correlation of the brand values provided by the Forbes and Interbrand; Subsequently, a trend analysis is carried out to determine the development over time, identifying the most striking development in the brand values provided by Millward Brown (BrandZTM) for the period 2013-2016.

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“…Associations, perceptions, valuations, symbols and mental constructs held or made by consumers can be conveniently relied on by brand names to differentiate themselves from their competitors. It has also been noted that the relationship between a brand and its consumers meets certain needs of the consumers, such as gaining social status or a sense of belonging in reference to a particular group [2]. Fournier proposed that different brands carry some meaning in relation to each other and add meaning to consumers' lives by talking on roles as partners or friends [3].…”

Section: Introductionmentioning

confidence: 99%

Job-Sorting Assignment to Assess Cream Liqueur Brand Image

et al. 2017

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Abstract:Projective techniques rely on a stimulus to elicit from respondents projections of their beliefs onto other people or objects, thus reflecting their own perceptions, feelings and motivations. In this work, the job-sorting technique, in combination with Aaker's personality scale, was applied to the study of cream liqueur brand image in Uruguay and Costa Rica. Eight jobs with different levels of intellectual complexity, salary and physical demands were selected. In each of the two countries, three (two imported and one locally made) liqueurs were presented to 90 consumers with similar socio-demographic characteristics. Respondents were told to select the job, profession or occupation (JPO) that best fitted each brand. After JPO selection, respondents were asked to select from a list of 88 personality traits all the words that they considered applicable to each JPO selected. The JPOs associated with the different brands showed no similarity between Uruguayan and Costa Rican respondents, but the personality traits associated with the two imported brands were similar in both countries, supporting the use of JPOs as metaphors in the study of brand images. The brand image of locally made liqueurs was associated with traits that differed clearly from those of the imported brands. These results provide relevant information for the design of marketing strategies.

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The Value of Brand Equity

Cited by 16 publications

References 0 publications

Evaluation Of Brand Equity Using Balanced Scorecard: Evidence From Privatized Turkish Firms

Evaluation Of Brand Equity Using Balanced Scorecard: Evidence From Privatized Turkish Firms

Comparison of selected internationally recognized brand valuation methods

Job-Sorting Assignment to Assess Cream Liqueur Brand Image

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