search query: @author Crimmins, J. / total: 2
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| Author: | Crimmins, J. |
| Title: | Better Measurement and Management of Brand Value |
| Journal: | Journal of Advertising Research
1992 : JULY/AUG, VOL.32, p.ll-l9 |
| Index terms: | BRAND NAMES BRAND LOYALTY MARKETING |
| Language: | eng |
| Abstract: | A brand name adds value for the manufacturer and for the retailer only because it adds value for the consumer. Perceived brand value is key to difference between what it costs to make and distribute the brand and what consumers are willing to pay for it. The value added by a brand name is fundamental to marketing, so a simple technique to measure value added and monitor value added over time is very important. |
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