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Brand Policy and Brand Equity

Author

Listed:
  • Silvio M. Brondoni

    (Niccolò Cusano University)

Abstract

A brand represents the awareness and the image that a product has managed with a segment of customers. In business terms, a brand can be defined as a specific relationship created within a given market for the promotion of a particular product. The specific existing relationship between a brand and a given market indicates the functional and symbolic values that demand attributes to the product through the brand. Brand equity expresses brand value in operating conditions. Brand equity shapes the value, at a certain time, of brand identity (awareness and image) that has been established with a specific demand.

Suggested Citation

  • Silvio M. Brondoni, 2001. "Brand Policy and Brand Equity," Symphonya. Emerging Issues in Management, Niccolò Cusano University, issue 1 Brand E.
    • Handle: RePEc:sym:journl:2:y:2001:i:1
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    File URL: https://symphonya.unicusano.it/article/view/2001.1.02brondoni
    File Function: First version, 2001
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    References listed on IDEAS

    as
    1. Aaker, David A. & Shansby, J. Gary, 1982. "Positioning your product," Business Horizons, Elsevier, vol. 25(3), pages 56-62.
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    Cited by:

    1. Silvio M. Brondoni, 2003. "Ouverture de 'Marketing Research and Global Markets'," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Marketi.
    2. Olaleke Oluseye Ogunnaike & Oladele Joseph Kehinde & Oluwadamilola Oluwatosin Omoyayi & Oluwamakinde Oluwamayowa Popoola & Andrew Amoruwa, 2017. "Conceptualization of the Relationship between Brand Equity and Purchase Behavior," International Review of Management and Marketing, Econjournals, vol. 7(2), pages 403-408.
    3. Elisa Arrigo, 2003. "Corporate Responsibility in Scarcity Economy. The Olivetti Case," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Corpora.
    4. Emanuela Tesser, 2002. "Business-to-Consumer Multi-Channel Distribution Policies: from Marketplace to Market-Space Management," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Market-.
    5. Federica Codignola, 2003. "The Art Market, Global Economy and Information Transparency," Symphonya. Emerging Issues in Management, Niccolò Cusano University, issue 2 Marketi.
    6. Silvio M. Brondoni, 2005. "Managerial Economics and Global Competition," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Over-Su.
    7. Daniela Salvioni, 2010. "Intangible Assets and Internal Controls in Global Companies," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Intangi.
    8. Silvio M. Brondoni, 2009. "Market-Driven Management, Competitive Customer Value and Global Networks," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Market-.
    9. Flavio Gnecchi & Margherita Corniani, 2003. "Demand Bubbles, Virtual Communities and Market Potential," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Marketi.
    10. Maria E. Garbelli, 2002. "Over-Supply and Manufacturing Localization," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Market-.
    11. Talaei-Khoei, Amir & Yang, Alan T. & Masialeti, Masialeti, 2024. "How does incorporating ChatGPT within a firm reinforce agility-mediated performance? The moderating role of innovation infusion and firms’ ethical identity," Technovation, Elsevier, vol. 132(C).
    12. Giuseppe Cappiello, 2012. "Fair play: il concetto di equit? nella prospettiva dello scambio di mercato," ECONOMIA E DIRITTO DEL TERZIARIO, FrancoAngeli Editore, vol. 2012(3), pages 337-355.
    13. Silvio M. Brondoni, 2002. "Global Markets and Market-Space Competition," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Market-.
    14. Silvio M. Brondoni, 2002. "Ouverture de 'Corporate Culture and Market Complexity'," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Corpora.
    15. Margherita Corniani, 2002. "Demand Bubble Management," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Market-.
    16. Roberta Tresca, 2011. "Integrated Commercial Activities and Intangible Consumption in Cities Development," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Global .
    17. Giuseppe Varchetta, 2001. "Competences and Human Resources Empowerment in a Market-Driven Company. The Unilever Case," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Market-.
    18. Margherita Corniani, 2011. "Shopping Centres and Intangible Consumption in Global Cities," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Global .

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