Brand Management and Equity Value

Contents: Preface. 1. Introduction. 2. Brand value creation, communications and equity. 3. Functional measurement analysis of brand equity. 4. The impact of brand equity on purchase intention and brand preference. 5. Customer\'s brand equity and customer loyalty. 6. Impact of brand meaning on brand equity of higher education. 7. Brand equity, marketing strategy, and consumer income. 8. Understanding brand equity for successful brand extension. 9. Corporate re-branding on brand equity and firm performance. 10. Brand equity capitalizing on intellectual capital. 11. Valuing brands and brand equity. 12. The effects of marketing mix elements on brand equity. 13. The Branding effect of corporate deal structure. 14. Equity in corporate Co-branding Brand equity evolution: A system dynamics model. Bibliography. Index.

Brand Management and Equity is a phrase used in the marketing industry to try to describe the value of having a well-known brand name, based on the idea that the owner of a well-known brand name can generate more money from products with that brand name than from products with a less well known name, as consumers believe that a a product with well-known name is better than products with less well known names. Another word for "brand equity" is "brand value". Some marketing researchers have concluded that brands are one of the most valuable assets a company has,[5] as brand equity is one of the factors which can increase the financial value of a brand to the brand owner, although not the only one.