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Brand Strength

Building and Testing Models Based on Experiential Information

  • Authors
  • Martin G. Walser

Part of the Forschungsgruppe Konsum und Verhalten book series (FGKV)

Table of contents

  1. Front Matter
    Pages I-XV
  2. Martin G. Walser
    Pages 1-5
  3. Martin G. Walser
    Pages 6-43
  4. Martin G. Walser
    Pages 44-55
  5. Martin G. Walser
    Pages 56-59
  6. Martin G. Walser
    Pages 60-129
  7. Martin G. Walser
    Pages 130-154
  8. Martin G. Walser
    Pages 155-179
  9. Martin G. Walser
    Pages 180-210
  10. Martin G. Walser
    Pages 211-220
  11. Back Matter
    Pages 221-311

About this book

Introduction

As brands have developed an image as an integral, beneficial part of products and services, the evaluation of brands has become the subject of substantial research. Sparked by the strong interest in measuring the financial value of brands, numerous attempts to assess the value of a brand from a marketing perspective have been made recently.

Martin G. Walser generates a standardized scheme for describing and evaluating existing approaches to measure the strength of a brand. On this basis, the author contributes to the as yet limited scientific research into the formation of brand strength by breaking with the well established "advertising paradigm", which postulates that strong brands are above all the result of advertising. Instead, he focuses on "experiential information", i.e. the consumers' experience with the brand, as a main source of brand strength. An empirical study supports the author's conceptual model and invites both researchers and practitioners to take into consideration the consumers' experience more explicitly.

Das Werk wurde mit dem Nestlé-Preis für Wirtschaftswissenschaften 2001 und mit dem Preis der Wirtschaftskammer Tirol 2001 ausgezeichnet.

Keywords

Markenaufbau Markenbewertung Markenführung Markenmanagement Markenstärke Markenwert design

Bibliographic information

  • DOI https://doi.org/10.1007/978-3-322-81629-0
  • Copyright Information Gabler Verlag | Springer Fachmedien Wiesbaden GmbH, Wiesbaden 2004
  • Publisher Name Deutscher Universitätsverlag
  • eBook Packages Springer Book Archive
  • Print ISBN 978-3-8244-7959-7
  • Online ISBN 978-3-322-81629-0
  • Buy this book on publisher's site
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Pharma
Automotive
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Biotechnology
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Telecommunications
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