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Un exemple d'utilisation opérationelle du capital de la marque : le lancement du M3 Power de Gillette

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  • Philippe Jourdan

    (IUT-UPEC - IUT Creteil-Vitry - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

Abstract

This article presents a measurement method of the brand equity based on the evaluation of the additional utility brought by the brand in the choice of the branded product. This method, using the conjoint analysis technique, is implemented on the occasion of a major product launch, the Gillette's M3 power razor. The theoretical background is presented at first. The results of the survey are finally discussed: segmentation of the market of wet shaving razors'users ; optimization of the pricing of the range; estimation of the leverage effect induced by the brand. The conclusion puts the light on the practical results of the measure of the brand equity differing from the other known methods more focused on the elicitation of the brand equity determinants.

Suggested Citation

  • Philippe Jourdan, 2009. "Un exemple d'utilisation opérationelle du capital de la marque : le lancement du M3 Power de Gillette," Post-Print hal-01134345, HAL.
    • Handle: RePEc:hal:journl:hal-01134345
    Note: View the original document on HAL open archive server: https://hal.science/hal-01134345
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    References listed on IDEAS

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    1. Nedungadi, Prakash, 1990. "Recall and Consumer Consideration Sets: Influencing Choice without Altering Brand Evaluations," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(3), pages 263-276, December.
    2. Broniarczyk, Susan M & Alba, Joseph W, 1994. "The Role of Consumers' Intuitions in Inference Making," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(3), pages 393-407, December.
    3. V. Srinivasan, 1979. "Network Models for Estimating Brand-Specific Effects in Multi-Attribute Marketing Models," Management Science, INFORMS, vol. 25(1), pages 11-21, January.
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