Brand Equity and the Brand Value Chain : What it is and How to Use it in Practice
(2017) 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:
https://lup.lub.lu.se/record/7a66e244-678c-46fe-b1d0-dd62d6a6e07e
- author
- Anselmsson, Johan LU and Bondesson, Niklas LU
- organization
- publishing date
- 2017-05-18
- type
- Chapter in Book/Report/Conference proceeding
- publication status
- published
- subject
- host publication
- Brand Theories : Perspectives on Brands and Branding - Perspectives on Brands and Branding
- editor
- Tarnovskaya, Veronika and Bertilsson, Jon
- edition
- 1
- 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
- 2018-11-21 21:32:26
@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}}, booktitle = {{Brand Theories : Perspectives on Brands and Branding}}, editor = {{Tarnovskaya, Veronika and Bertilsson, Jon}}, isbn = {{978-91-44-11624-2}}, language = {{eng}}, month = {{05}}, pages = {{65--81}}, publisher = {{Studentlitteratur AB}}, title = {{Brand Equity and the Brand Value Chain : What it is and How to Use it in Practice}}, year = {{2017}}, }