haku: @indexterm profitability / yhteensä: 685
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| Tekijä: | Lin, L. |
| Otsikko: | Brand equity, profitability price elasticity and repeat rate |
| Lehti: | Marketing and Research Today
1993 : MAY, VOL. 21, p. 69-74 |
| Asiasana: | BRANDS PROFITABILITY PRICES |
| Kieli: | eng |
| Tiivistelmä: | The rapid increase in the number of brands on supermarket shelves has resulted in a large increase in the costs of launching and establishing new brands in the market place. Not only is it more difficult now for new brands to gain distribution, it also places heavy pressure on existing brands to secure their own survival. In addition, consumer companies are now finding that it is often cheaper to buy an existing brand than to try to create a new one. However, there is no consensus on how brands should be valued, but a number of approaches have been used and these are outlined in this paper. |
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