haku: @indexterm Brands / yhteensä: 1643
viite: 425 / 1643
| Tekijä: | Fischer, M. Meffert, H. Perrey, J. |
| Otsikko: | Markenpolitik: Ist sie für jedes Unternehmen gleichermassen relevant? |
| Lehti: | Betriebswirtschaft
2004 : MAY/JUN, VOL. 64:3, p. 333-356 |
| Asiasana: | Marketing Markets Policy Brands Products Customers Companies Industries Models |
| Kieli: | ger |
| Tiivistelmä: | Successful building and managing brands (hereafter as: br./ brs.) is a key topic for many companies. However, also br. expenditures must be justified in economic terms. This leads to the question of how important brs. are to customers in a choice situation. This issue should be investigated before any discussion on br. investment. This paper focuses on the explanation and estimation of br. relevance in consumer goods markets. The authors introduce the term br. relevance into the literature which is a customer based metric of the importance of br. management. A conceptual framework is developed to explain how br. relevance is determined by the needs brs. satisfy for the customer in a product market. A representative survey among consumers provides empirical evidence on the relevance of br. management in 45 product markets. The results also reveal which needs should be satisfied by brs. in different product markets (original in German). |
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