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Brand Equity and the Brand Value Chain : What it is and How to Use it in Practice

Anselmsson, Johan LU and Bondesson, Niklas LU (2017) In Brand Theories p.65-81
Abstract
Many brand managers have long since established the desired core values for their brand, but are still not sure whether they differentiate themselves enough from their most daunting competitors, and whether their brand actually helps to boost sales of their products. This chapter describes a basic brand equity framework for understanding how brand management can create customer value and shareholder value. The chapter starts by describing a conceptual framework and ends with four concrete issues and one case to demonstrate how the brand value chain can be used.
Please use this url to cite or link to this publication:
author
organization
publishing date
type
Chapter in Book/Report/Conference proceeding
publication status
published
subject
in
Brand Theories
editor
Tarnovskaya, Veronika; Bertilsson, Jon; and
pages
17 pages
publisher
Studentlitteratur AB
ISBN
978-91-44-11624-2
language
English
LU publication?
yes
id
7a66e244-678c-46fe-b1d0-dd62d6a6e07e
date added to LUP
2017-06-01 18:00:22
date last changed
2017-06-02 09:57:10
@inbook{7a66e244-678c-46fe-b1d0-dd62d6a6e07e,
  abstract     = {Many brand managers have long since established the desired core values for their brand, but are still not sure whether they differentiate themselves enough from their most daunting competitors, and whether their brand actually helps to boost sales of their products. This chapter describes a basic brand equity framework for understanding how brand management can create customer value and shareholder value. The chapter starts by describing a conceptual framework and ends with four concrete issues and one case to demonstrate how the brand value chain can be used.},
  author       = {Anselmsson, Johan and Bondesson, Niklas},
  editor       = {Tarnovskaya, Veronika and Bertilsson, Jon},
  isbn         = {978-91-44-11624-2},
  language     = {eng},
  month        = {05},
  pages        = {65--81},
  publisher    = {Studentlitteratur AB},
  series       = {Brand Theories},
  title        = {Brand Equity and the Brand Value Chain : What it is and How to Use it in Practice},
  year         = {2017},
}