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- W2566506469 abstract "What is the payoff of successful global brand building and management activities? Higher brand equity. In accounting terms, brand equity is the goodwill adhering to the brand—the positive (or negative!) outcomes that a company realizes from a product with its name on it. Say you wanted to offer a new brown, carbonated soft drink, “You Cola.” Customers could prefer the taste of your brand, recommend You Cola to others, support your global water replenishment initiative, put your visitor center on their vacation itinerary, buy You Cola merchandise, become willing to pay you a price premium, name you their exclusive vendor, and strike other long-term deals for such rights as licensing, production, and distribution of You Cola, all resulting in greater or more stable profits. Coca-Cola realizes all of the above outcomes. When I work with executives, I talk about these outcomes in three categories of equity: customer-based brand equity, sales-based brand equity, and profit-based brand equity. These components are critical for global leaders to understand as they analyze the economics of their brand. This chapter discusses the components and provides tools and frameworks to quantify them." @default.
- W2566506469 created "2017-01-06" @default.
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- W2566506469 date "2017-01-01" @default.
- W2566506469 modified "2023-09-25" @default.
- W2566506469 title "Global Brand Equity" @default.
- W2566506469 doi "https://doi.org/10.1057/978-1-349-94994-6_9" @default.
- W2566506469 hasPublicationYear "2017" @default.
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