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- W2475388584 abstract "Marketers build equity into their brands with the expectation that this equity can be further leveraged to generate future growth. This is consistent with the notion that brands are assets capable of generating future streams of revenues for the firm (see chapter 1).1 Leveraging brand equity refers to the implementation of growth strategies that fit with the equity built into the brand. Adopting H. Igor Ansoff’s product-market expansion grid,2 growth strategies are often classified according to the extent to which they involve existing or new products or markets. As depicted in figure 7.1, depending on the combination of products (existing or new) being offered to different types of markets (existing or new), the following four growth strategies emerge: market penetration, product development, market development, and diversification." @default.
- W2475388584 created "2016-08-23" @default.
- W2475388584 creator A5008389806 @default.
- W2475388584 date "2013-01-01" @default.
- W2475388584 modified "2023-09-27" @default.
- W2475388584 title "Leveraging and Protecting Cultural Equity" @default.
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- W2475388584 doi "https://doi.org/10.1057/9781137331953_7" @default.
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