The Varying Nature of Brands as Assets

Chernatony, Leslie de; McWilliam, Gil

doi:10.1080/02650487.1989.11107118

Cited by 22 publications

(9 citation statements)

References 20 publications

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“…Product associations include functional attribute associations and non-functional associations (Chen, 2001). Functional attributes can be considered as tangible features of a branded product (Keller 1993, Hankinson and Cowking 1993, de Chernatony and McWilliam, 1989. While evaluating a brand, consumers link performance of functional attributes of a product to its brand (Lassar et al 1995).…”

Section: Brand Associationsmentioning

confidence: 99%

Effect of Brand Equity on Firms Financial Performance in Consumer Goods Industries

Aydın

Ülengin

2015

Pressacademia

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This study aims to find empirical evidence linking consumer based brand equity (CBBE) with financial performance of firms. Aaker's CBBE approach is adopted and this equity is measured using a questionnaire developed from scales in existing literature. Differing from the extant literature, this study relates CBBE and firms' performance by taking a direct approach in measuring financial performance by utilizing independently audited financial statements. A face-to-face survey study encompassing 28 companies from a variety of consumer goods industries was carried out in Turkey arriving at 505 valid responses. Firms' financial performance was assessed using ten different performance indicators derived from financial statements submitted to Istanbul Stock Exchange. Following an exploratory factor analysis to reveal CBBE dimensions, a multiple regression analysis was carried out to test potential effects of CBBE factors on financial performance indicators. As an outcome of the analysis it has been seen that the components of CBBE positively affect most of the financial performance indicators to varying extents. Perceived quality dimension appears to be the major driver of financial performance followed by the composite factor encompassing brand awareness and brand association components. INTRODUCTIONThe performance of a firm is intuitively expected to be improved as a result of a stronger brand and higher brand equity. However 'brand equity' is defined in many different ways and there is no generally accepted standard way of measuring it. In this study a consumer based perspective is adopted in examining the brand equity concept. Consumer based brand equity approaches adopt a cognitive psychological point of view in assessing the brand and the value created by it. Consumer based brand equity helps marketers in many ways as discussed in the following sections however it is a difficult task to relate it with financial performance. Consequently there are few empirical studies available in the existing literature that link consumer based brand equity and actual financial performance of firms creating a research gap in this important field.Consumer based brand equity (CBBE) and its elements help customers in interpreting and processing information, create confidence in purchasing decisions and also enhance

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Section: Brand Associationsmentioning

confidence: 99%

Effect of Brand Equity on Firms Financial Performance in Consumer Goods Industries

Aydın

Ülengin

2015

Pressacademia

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“…A brand name can be a valuable asset to the firm. It differentiates the firm, signifies the main source of ownership, communicates consistent quality, helps consumers make rapid purchase decisions, and acts as a symbolic device for consumers’ self-perceptions (de Chernatony and McWilliam 1989). Dawar and Parker's (1994) findings show that consumers rely more heavily on brand-name signals than on price or physical appearance in judging product quality.…”

mentioning

confidence: 99%

International Brand-Name Standardization/Adaptation: Antecedents and Consequences

Alashban

Hayes

Zinkhan

et al. 2002

Journal of International Marketing

122

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Using the structure-conduct-performance paradigm along with Porter's international factor conditions, the authors propose and empirically test a conceptual framework to explain the antecedents and consequences of a firm's brand-name standardization/adaptation strategy. Survey research and structural equation modeling results show that firms adapt (vary) their brand names when market structure factors measured by competitive, buyer, and distribution intensity increase. Furthermore, the authors find that the more standardized the brand name worldwide, the higher are the firm's cost savings and the higher is the product's sales volume as perceived by marketing executives.The issue of standardization versus adaptation in marketing activities has been prominent in the international literature since the publication of Levitt's (1983) article on the globalization of markets. Levitt proposes that the global corporation can serve the world more economically through large-scale production if it views the world as a small number of standardized markets rather than a large number of customized markets. Winram (1984) suggests that successful marketers are those that treat market segments as global entities, not local ones. Winram claims that cultural convergence will proceed at an accelerated rate, because the development of television satellites and increased cable penetration will enable viewers access to multiple international perspectives and cultures.Contrary to this view, Wind (1986) argues that no powerful empirical evidence exists to show that the world is becoming more homogeneous or consumers universally more price conscious. He offers examples of global products that are fairly expensive and questions the desirability of focusing on a low-price strategy, because customers who base their purchases on price tend to be brand switchers, ever seeking lower-priced brands. Brands targeting multiple market segments may increase revenue by adapting to the specific needs of each segment while maintaining or increasing price. This debate on standardization/adaptation has triggered several recent marketing studies (Aaker 1991; Barwise and

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“…Brand per se plays an essential role in the success and sustainability of any business. It is described as an asset (De Chernatony & McWilliam, 1989) for the business which marketers create in the mind of the customers. Brand, as a long-term commercial asset, even plays an important role in the success of a business.…”

Section: Branding In Informal Sectormentioning

confidence: 99%

Branding in Informal Sector: Qualitative Analysis from a Developing Country Perspective

Shahriar¹,

Arafat

Alam

2019

SEDME (Small Enterprises Development, Management & Extensio

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This article discusses branding in informal sector. Unlike the informal organisations, informal business set-ups have different strategies for branding. Branding has always been projected with the vastness of any business with certain level of sustainability and growth. Nevertheless, its association with informal sector has not been discovered yet. In this article, the authors have attempted to explore some basic characteristics of informal businesses and informal brands. A qualitative research approach was adopted for this study. This research provides significant insights regarding the elementary thoughts of informal brands; those will help approaching the researchers to develop comprehensive concepts in the field of branding.

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The Varying Nature of Brands as Assets

Cited by 22 publications

References 20 publications

Effect of Brand Equity on Firms Financial Performance in Consumer Goods Industries

Effect of Brand Equity on Firms Financial Performance in Consumer Goods Industries

International Brand-Name Standardization/Adaptation: Antecedents and Consequences

Branding in Informal Sector: Qualitative Analysis from a Developing Country Perspective

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