The essential brand book: Over 100 techniques to increase brand value

Chasing Brand Value: Fully Leveraging Brand Equity to Maximize Brand Value

Both researchers and practitioners seek to understand how to leverage brand equity to create value. Adopting " the theoretical separation of brand equity and brand value " framework originally proposed in the Journal of Brand Management by Raggio and Leone 1 , this conceptual article looks more closely at the brand value construct and the implications of the proposed theoretical separation. The...

Analysing Brand Status’ Impact on Brand Value

All brands have status and status has an impact; yet little attention has been paid to the impact of brand status on consumer brand assessments, this study addresses this limitation. This study investigated perceived brand status’ impact on overall brand value across two product categories, finding that perceived brand status’ impact was stronger on overall brand value when the status of the br...

Drivers of Brand Value, Estimation of Brand Value in Practice, and Use of Brand Valuation: Introduction to the Special Issue

Strategic brand value: Advancing use of brand equity to grow your brand and business

Businesses that intend to reap the benefits of using brand as a driver of business success need to begin the process by identifying and managing, in a more systematic and structured way, the associations that contribute to brand equity and are critical to enhancing the brand’s value and the extent that it financially impacts on the business. This paper is designed to acquaint the reader with a ...

The effects of social media based brand communities on brand community markers, value creation practices, brand trust and brand loyalty

Social media based brand communities are communities initiated on the platform of social media. In this article, we explore whether brand communities based on social media (a special type of online brand communities) have positive effects on the main community elements and value creation practices in the communities as well as on brand trust and brand loyalty. A survey based empirical study wit...