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Building brand equity

72 citations0/0 files storedJournal of Medical Marketing Device Diagnostic and Pharmaceutical Marketing

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Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification Corporate Identity and Reputation

Abstract

This paper will consider four questions of branding:What is a brand?What is it that brands do for us; what is the power of brands?What is the brand equity concept?What is a model for thinking about building strong brands in one's own organisation?

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2011Exploring management perspectives of branding in service SMEs 2012Enhancing brand image via sponsorship 2008How international nonprofits build brand equity 2011The impact of electronic-service quality on online shopping behaviour 2014Assessing the value of real-life brands in Virtual Worlds 2012Are they being served? Linking consumer expectation, evaluation and commitment 2015Online Service Quality and Brand Equity: The Mediational Roles of Perceived Value and Customer Satisfaction 2013Employer brand management, organizational prestige and employees' word‐of‐mouth referrals in T aiwan

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