AN ANALYSIS REGARDING DESCRIPTIVE DIMENSIONS OF BRAND EQUITY

Management & Marketing
Volume (Year): 5 (2007)
Issue (Month): 1 (November)
Pages: 132-139
 Revista publicata de doua ori pe an de catre Editura Universitaria Craiova
 

AUTHOR:
 Assistant Ovidiu Ioan MOISESCU
PhD Student Oana Adriana GICĂ
Babes Bolyai University of Cluj-Napoca

ABSTRACT:

The competitive potential of any company is significantly influenced by the brands held in the company’s portfolio. Brands are definitely valuable marketing assets. As the brand is a central element of any marketing strategy it is essential to be aware of the descriptive dimensions of its equity. This paper tries to outline these dimensions as follows: brand loyalty, brand awareness, brand perceived quality, brand personality, brand image, brand identity and brand associations, as analyzed in the specialized literature. Identifying and comparing different approaches regarding each brand equity dimension and revealing interdependencies between these dimensions, focusing on the importance of scientifically determining their role in generating a long-term increase in marketing efforts efficiency, are among the main objectives of this paper.

Keywords: brand equity, core brand values

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