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 ...

In the changing market scenario, insurance companies have realized the inherent value of brands and consider them ‘valuable assets’. Brand equity is the value buildup in a brand due to the positive perception of customers. The value of brand equity is the expected future revenue from the branded product as compare to unbranded product as there is proliferation of brands in the market place; ins...

Purpose of the study The relationship between mutual fund performance and fund flows has been studied widely, but less attention has been given towards mutual fund launches and their success. For services the company itself plays as the brand, and thus product launch can be viewed as brand line extension. This paper investigates the importance of brand performance, company track record, on the ...

This paper investigates the relationships between market, learning and brand orientation with competitive advantage and organisational performance in the context of the UK retail industry. The results indicate that competitive advantage contributes to strategic effectiveness and mediates the relationship between learning and brand orientation and strategic effectiveness. No significant relation...

Today, brand is a strategic requirement for organizations, which allows the creation of greater values customers and sustainable competitive advantages companies. Creating strong in market primary goal many organizations. A can build up customer confidence purchase goods services, giving them appreciation intangibles. Given importance marketing studies, this paper was conducted to investigate e...

While volatile marketing spending, as opposed to even-level spending, may improve a brand’s financial performance, it can also increase the volatility of performance, which is not a desirable outcome. This paper analyzes how revenue and cash-flow volatility are influenced by own and competitive marketing spending volatility, by the level of marketing spending, by the responsiveness to own marke...

Sales of a brand are determined by measures such as how many customers buy the brand, how often, and how much they also buy other brands. Scanner panel operators routinely report these ‘‘brand performance measures’’ (BPMs) to their clients. In this position paper, we consider how to understand, interpret, and use these measures. The measures are shown to follow well-established patterns. One is...

the purpose of this study was to describe how companies in pharmaceutical and biological sectors can ensure their position in different markets by relying on sustainable, competitive advantages, resulting from the use of a well-defined marketing model with particular emphasis on brand improvement. as competition becomes more intense among companies and phenomena such as global marketing grow in...