search query: @author Irmscher, M. / total: 3
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| Author: | Irmscher, M. |
| Title: | Modelling the brand equity concept |
| Journal: | Marketing and Research Today
1993 : MAY, VOL. 21, p. 102-110 |
| Index terms: | BRANDS MARKETING MODELS |
| Language: | eng |
| Abstract: | There is no unique definition of a brand and therefore little agreement on the right way to measure its characteristics. The author of this article describes three different perspectives of the term "brand equity" and goes on to discuss the relationship between brand value and brand equity. Brand equity is seen as a monetary figure. There are two main changes in the "world of brands" which can be considered as the reasons for the strong interest in brand equity and its valuation. The author tries to explain the meaning of the terms "brand equity" and "brand value". |
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