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An Analysis Regarding Descriptive Dimensions of Brand Equity

Author

Listed:
  • Ovidiu Ioan MOISESCU
  • Oana Adriana GICA

    (Babes-Bolyai University, Cluj-Napoca, Romania)

Abstract

The competitive potential of any company is significantly influenced by the brands held in the company’s portfolio. Brands are definitely valuable marketing assets. As the brand is a central element of any marketing strategy it is essential to be aware of the descriptive dimensions of its equity. This paper tries to outline these dimensions as follows: brand loyalty, brand awareness, brand perceived quality, brand personality, brand image, brand identity and brand associations, as analyzed in the specialized literature. Identifying and comparing different approaches regarding each brand equity dimension and revealing interdependencies between these dimensions, focusing on the importance of scientifically determining their role in generating a long-term increase in marketing efforts efficiency, are among the main objectives of this paper.

Suggested Citation

  • Ovidiu Ioan MOISESCU & Oana Adriana GICA, 2007. "An Analysis Regarding Descriptive Dimensions of Brand Equity," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 5(1), pages 132-139, November.
    • Handle: RePEc:aio:manmar:v:5:y:2007:i:1:p:132-139
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    Keywords

    brand equity; core brand values;

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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