Brand evaluation approaches. Brand in the marketof medical servises
- 作者: Zakharova IA1, Zakharova IA1
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隶属关系:
- 期: 卷 3, 编号 3S (2006)
- 页面: 17-19
- 栏目: Articles
- URL: https://journals.eco-vector.com/1994-9480/article/view/117931
- ID: 117931
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详细
The methodologies developed to date for establishing brand equity or brand value can be classified into four groups: business finance-oriented models, psychographic or behaviorally oriented models, complex financial/behavioral models, input/output and portfolio models. A reputable (famous) brand in particular can reduce risks when promoting new products. Therefore, brands can help companies make higher profits. Thus, a reputable brand represents a sustainable value for a company.
参考
- Aaker D.A. Measuring brand equity across products and markets. N.-Y., 1996.
- Sander В., Zimmermann R. BBDO Consulting GmbH "Brand equity". N.-Y., 2001.
- Zimmermann R., Klein-Bolting U., Sander В., et al. Brand equity review. N.-Y., 2001.
- Schlaberg Cf., Berndt Cf., Sander B. Interbrand. N.-Y., 2003.