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Essay / Research Paper Abstract
This 8 page paper looks at issues concerning the way brand equity is measured and why it is important. The first part of the paper considers the measurement of brand equity including looking at brand assets and liabilities. The second part of the paper looks at what it meant by hard equity and why it is different to brand equity. The third part of the paper looks at the work of Interbrand in measuring brand equity. The last part of the paper discuses how brands can act as signals and looks at the link between brand and hard equity. The bibliography cites 15 sources.
Page Count:
8 pages (~225 words per page)
File: TS14_TEbequity.rtf
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Unformatted sample text from the term paper:
of brand equity by Simons and Sullivan, (1993) is that it is "the incremental cash flows which accrue to branded products over unbranded products". The concept of brand equity
has been developed during the 1990s (Aaker, 1991) and the way that values can be attached to brand equity have developed along two lines; the marketing measurement of brand equity
(Keller, 1998) which was built upon by theorists such as Lassar et al (1995) with measurements of brand strength. The alternative is the financial measurement approach which has originated
with the recognition of brand equity as an asset and an examinations of presence of value on the balance sheet, making this a more objective and arguably more scientific approach
to the measurement of brand equity (Olroyd, 1998). However there are some problems with this approach as there are m,any uncertainty that
are presence when trying to assess future values of the brands and the revenue streams they may create. The method developed by Simon and Sullivan (1993) has its basis
in the profits that are projected at being attributable to the brand, however, when looking at this it should also be recognized that there is an interaction with the
marketing and the reliance that those future profits will have on the future marketing (Eng and Keh , 2007; Calderon et al, 1997).
The difficulty of any approach is the wide range of issues that can be included and excluded with variant models resulting in very divergent results in the assessment of
brand equity (Robbin, 1991). An approach that can be utilized which is based on the financial approach of Simons and Sullivan it is one that looks at a balance
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