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Connecting Brand Value, 'Brand Equity' and Brand Economics

Connecting Brand Value, 'Brand Equity' and Brand Economics

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Published by agiles_8
In financial terms a brand represents the pact between a consumer and a supplier, promising a secure flow of future revenues and profits to the supplier. Ultimately, what gives a brand its value is that it is a specifically defensible piece of legal property with an incremental stream of revenue attached to it.
In financial terms a brand represents the pact between a consumer and a supplier, promising a secure flow of future revenues and profits to the supplier. Ultimately, what gives a brand its value is that it is a specifically defensible piece of legal property with an incremental stream of revenue attached to it.

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Published by: agiles_8 on Feb 08, 2012
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02/08/2012

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Bas ma n~hlmu hmm whko1
Jl gjlhlejhk }o~iu h n~hlm ~ov~ouol}u }bo vhe}no}sool h ealuio~ hlm h uvvkjo~ v~aijujlc huoe~o gkas ag g}~o ~owolou hlm v~agj}u }a }bouvvkjo~, _k}jih}okz sbh} cjwou h n~hlm j}u whkoju }bh} j} ju h uvoejgjehkkz mogolujnko vjoeo ag kochkv~avo~}z sj}b hl jle~oiol}hk u}~ohi ag ~owoloh}}hebom }a j},]bo uvvkjo~‚u oh~ljlcu h~o uoe~o noehuou}~alc n~hlmu e~oh}o na}b gle}jalhk hlmoia}jalhk nh~~jo~u }a eaivo}j}jal ga~ }boealuio~‚u kazhk}z, Al }bo gle}jalhk ujmon~hlmu ujivkjgz ~oeaclj}jal hlm uokoe}jal0 }bozghejkj}h}o uvkj})uoealm v~ebhuo moejujalu h}vajl})ag)v~ebhuo, N~hlmu v~awjmo h ch~hl}ooag a~jcjl hlm xhkj}z0 ~okjhnko ealuio~ ebajeouehl no ihmo jl uhgo}z, Al }bo oia}jalhk ujmon~hlmu v~awjmo ~ohuu~hleo0 ‒J hi h caamia}bo~ noehuo J uo Vhivo~u‚, N~hlmu uh}jugzhuuaejh}jwo mouj~ou0 ‒J hi alo ag }bo jl)e~asmnoehuo J soh~ Wo~uheo‚, ]boz h~o huvj~h}jalhk0‒J hi hl v)hlm)eaijlc oroe}jwo noehuo Jm~jwo NIS‚, Gjlhkkz }boz gkgjkk uokg)orv~ouujwoloomu0 ‒J hi ihlkz noehuo J uia`o Ih~kna~a,‚hlm ua al, Hl jiva~}hl} hmmj}jalhk nologj} ag u}~alc n~hlmuju }boj~ hnjkj}z }a }~hlugo~ ou}hnkjubom ealuio~kazhk}z }a los ih~`o} h~ohu hlm v~ame}eh}oca~jou, Jl a~mo~ ga~ n~hlm u}~o}ebjlc }a nooggoe}jwo j} ju loeouuh~z }bh} }bo n~hlm h}}~jn}ouh~o hu hvv~av~jh}o }a }bo los or}olujal h~oh hu}a }bo a~jcjlhk v~ame} a~ uo~wjeo eh}oca~z, Ga~orhivko Wj~cjl ~ov~ouol}u jllawh}jwo orej}jlcza}bgk g~jolmkz caam whko sbh}owo~ eh}oca~zj} ju or}olmom jl}a0 jg }bo Wj~cjl n~hlm bhm nhuomj}u hvvohk orekujwokz al gle}jalhk hlm ~h}jalhkh}}~jn}ou j} sakm u}jkk no u}e` jl }bo ~oea~m~o}hjkjlc eh}oca~z,]bh} u}~alc ‒n~hlm oxj}z‚ maou }~hlukh}o jl}ano}}o~ gjlhlejhk vo~ga~ihleo ehl no uool jl }boeakh ih~`o}, Jl nkjlm }ou}u Vovuj Eakhealuju}ol}kz a}vo~ga~iu Eaeh)Eakh jl }o~iu agealuio~ }hu}o v~ogo~oleo, N} sbol Ea`on~hlmom vhe`hcjlc ju ~owohkom u}h}om v~ogo~oleoeaivko}okz ~owo~uou, Sbol a}bo~sjuo jmol}jehkeh~u ihmo jl }bo uhio ghe}a~z h~o n~hlmomoj}bo~ WS a~ UOH] }bo v~jeo hlm ~oujmhk whkov~agjkou mjggo~ m~hih}jehkkz, Sbol u}jkk }hv sh}o~ jun~hlmom Bjcbkhlm Uv~jlc }bo v~jeo ubaa}u v,N~hlmjlc vo~uhmou ealuio~u }a nobhwoj~~h}jalhkkz hmmjlc whko }a a}bo~sjuo gle}jalhkkzjmol}jehk v~ame}u hlm uo~wjeou,
Ealloe}jlc N~hlm Whko+ ‒N~hlm Oxj}z‚hlm N~hlm Oealaijeu
Jle~ohujlc }bo Jlgkoleo ag Ih~`o}jlcjl ]av Ihlhcoiol} Moejujal)Ih`jlc
8
Juuo 8
N~hlm Gjlhleo ^ova~}
 
U}~alc n~hlmu sj}b bjcb ‒n~hlm oxj}z‚ vauuouu}bo hnjkj}z }a vo~uhmo voavko }a ih`o oealaijemoejujalu nhuom al oia}jalhk ~h}bo~ }bhl ~h}jalhke~j}o~jh, ]boz ealuoxol}kz bhwo h v~agalmoealaije jivhe} hlm oealaije whko, N~hlmGjlhleo vke gj~u} mowokavom }bo ealeov} ag n~hlmoealaijeu jl 8::: sbol j} nochl oivj~jehkkz~ouoh~ebjlc n~hlm ~okh}om oealaije vbolaiolh,Jl}o~ou}jlckz j} ju uaio}jiou h~com }bh} n~hlmjlcju h shz ga~ eaivhljou }a ‒~jv agg ‒ ealuio~un} }bo gakkasjlc ujivko orhivko moialu}~h}ou}bh} jl h g~oo ih~`o} n~hlmu e~oh}o h wj~}auej~eko ag kaso~ v~jeou bjcbo~ v~agj}u hlm bjcbo~u~vku ‒ealuio~ }jkj}z‚, N~hlmjlc ealuoxol}kzbhu h bcokz nologjejhk oggoe} al jlmjwjmhkealuio~u jlmjwjmhk eaivhljou hlm }booealaiz hu h sbako,N~hlmu ghwa~hnkz hggoe} na}b }bo ~owolo hlm eau}e~wou ag h nujlouu,
 Gjcu~o 8
ubasu }bo hwo~hco~owolo hlm eau} e~wou ag h ujivko eaiiamj}znujlouu,
 Gjcu~o >
moialu}~h}ou }bo hnuak}ohial} ag v~agj} ihmo jl }bh} eaiiamj}z nujlouuh} h lj} uhko v~jeo ag uhz -8?6, J} sjkk no uool}bh} }bo hwo~hco lj} eau} moekjlou hu wakioc~asu0 }bju ju noehuo gjrom eau}u h~o uv~ohm awo~h kh~co~ wakio ag v~ame}jal, Hu ubasl jl
 Gjcu~o 5+
jg v~ame}u h~o sokk n~hlmomhlm bhwo hexj~om u}~alc ‒n~hlm oxj}z‚ }bomoihlm kjlo iawou a} }a }bo ~jcb} noehuoealuio~u h~o xj}o sjkkjlc }a vhz ia~o, ]bo~o h~owh~jau oggoe}u h} sa~` ehujlc }bju vbolaiolal0bjcbo~ }~jhk ag }bo eh}oca~z hlm }bo n~hlm bjcbo~~ovoh} ~h}ou kaso~ khvuo ~h}ou h sjkkjlclouu }a vhzh v~oiji o}e,Oxhkkz jiva~}hl}kz u}~alc ‒n~hlm oxj}z‚ m~jwoumasl }bo hwo~hco eau} e~wo, U}~alc n~hlmu h~oia~o sjkkjlckz mju}~jn}om hlm u}ae`om nz }bo }~hmo~ouk}jlc jl kaso~ eaiijuujalu mjueal}u hlmu}ae`jlc goou,]bo lo} ~ouk} ubasl jl
 Gjcu~o =+
ju h}~hluga~ih}jal ag }bo eaiiamj}z oealaije iamok}a h n~hlmom alo sj}b }bo ~owolo e~wo vubomvsh~mu hlm }bo eau} e~wo maslsh~mu, Hwo~hco u~vku ealuio~ }jkj}z bhu mankomnoehuo v~ogo~oleo ga~ }bo n~hlm orv~ouuom jlgjlhlejhk }o~iu bhu jle~ohuom ujcljgjehl}kz,Bakmjlc }bo v~jeo h} -8?6 v~awjmou c~oh}o~ealuio~ uh}jughe}jal a~ u~vku ‒ealuio~ }jkj}z‚}a hkk ealuio~u,Uaio n~hlm aslo~u sakm no bhvvz }a kohwo }boiamok h} }bh} uh}jugjom }boz bhm hebjowom bjcbo~uhkou v~agj}u hlm ealuio~ }jkj}z h} }bo a~jcjlhkv~jeo vajl}, Basowo~ h lino~ ag jl}o~ou}jlcu}~h}ocje av}jalu noeaio hwhjkhnko lmo~ hu}~alckz n~hlmom nujlouu iamok,
>
N~hlm Oealaijeu
 
Jl h eaiiamj}z nujlouu hl jle~ohuo jl v~jeoxj}o ~h}jalhkkz kohmu }a h v~ava~}jalh}o moe~ohuojl moihlm hlm wjeo wo~uh, Ga~ owo~z lj}jle~ohuo jl v~jeo }bo~o ju h lj} moe~ohuo jlwakio moihlmom,]bo moihlm e~wo jl a~ ujivkjgjom iamok ju hu}~hjcb} kjlo ag }bju `jlm,Basowo~ jl h n~hlmom nujlouu moihlm wh~joujl j~~h}jalhk shzu, Hu v~jeo ~juou }bo wakio agmoihlm g~ai n~hlm kazhk ealuio~u ag}olmoe~ohuou kouu }bhl v~ava~}jalh}okz sj}b }bojle~ohuo jl v~jeo, Hu v~jeo ghkku }bo wakio agmoihlm g~ai kazhk ealuio~u ihz jle~ohuoia~o }bhl v~ava~}jalh}okz noehuo ealuio~uuoo` }a ealuio a~ u}ae`vjko }boj~ ghwa~j}o n~hlmh} sbh} ju uool }a no h bjcbkz ghwa~hnko v~jeo,Jl uaio jlu}hleou n~hlm moihlm e~wou wh~z jlhvvh~ol}kz j~~h}jalhk shzu, Ga~ orhivko jl kr~zcaamu moihlm ag}ol ~juou ~h}bo~ }bhl ghkku huv~jeo ~juou, Uaio voavko h~o v~ovh~om }a vhz hv~oiji ga~ orekujwj}z,]bo ubhvo ag h n~hlm‚u moihlm e~wo loom }a noeh~ogkkz jlwou}jch}om noga~o moejmjlc al }boav}jihk n~hlm u}~h}ocz, Jl }bo ujivkjgjom orhivkoubasl jl
 Gjcu~o =+
moihlm jle~ohuouv~ava~}jalh}okz sj}b v~jeo moe~ohuou, Jl }bo ~ohksa~km }bju ju lkj`okz }a bhvvol ga~ }bo ~ohualula}om hnawo, Jg }bo n~hlm ju h u}~alc alo }bol}bo moihlm kjlo ag}ol gkh}}olu hlm or}olmu huv~jeou ghkk, Basowo~ }bo orhivko ekoh~kzmoialu}~h}ou }bo wj~}au ej~eko e~oh}om nzn~hlmu kj`o Ush}eb a~ IeMalhkmu,]bju jkku}~h}ou }bh} }bo n~hlm aslo~ ju sa~`jlcbh~mo~ }a v~awjmo ia~o n~hlmom v~ame} }a ia~oealuio~u, ]bo n~hlm aslo~ ju ih`jlc ia~ov~agj} n} ujik}hloaukz e~oh}jlc c~oh}o~ealuio~ uh}jughe}jal hlm }jkj}z, ]bju ju sbzn~hlmjlc jl h g~oo ol}o~v~juo oealaiz ju gh~ g~ainojlc h ealuio~ ‒~jv)agg‚ Jg j} so~o ealuio~usakm ujivkz u}av nzjlc n~hlmom v~ame}u,]bo ujivkjgjom oealaije iamok la}om hnawo ju}bo iamok hmav}om nz Ush}eb sbol j}~owak}jaljuom }bo s~ju} sh}eb ih~`o} hlm bhunool hmav}om nz ihlz a}bo~ olkjcb}olom n~hlmaslo~u, Nz njkmjlc u}~alc n~hlmu }boz `jkkuowo~hk nj~mu sj}b alo u}alo hebjowjlc c~oh}o~}~lawo~ hlm v~agj} ia~o eaivo}j}jwo v~jejlc }a`oov a} eaivo}j}jal hlm ujcljgjehl}kz ia~ouh}jugjom kazhk ealuio~u,
_lmo~u}hlmjlc bas‒N~hlm Oxj}z‚ m~jwouN~hlm Oealaijeu
‒Oxj}z‚ ju h gjlhlejhk }o~i }bh} bhu nool hmav}omnz ih~`o}jlc voavko }a ~ogkoe} }bo ghe} }bh} }bon~hlmu }boz ihlhco h~o gjlhlejhk huuo}u sbjebe~oh}o ujcljgjehl} ubh~obakmo~ whko,J} ~ogkoe}u h c~asjlc ~oeaclj}jal }bh}~ouvalujnjkj}z ga~ n~hlmu iu} no ubh~omno}sool }bo gjlhleo hlm ih~`o}jlc gle}jalu,]bo ih~`o}jlc movh~}iol} sjkk hkshzu bhwo~ouvalujnjkj}z ga~ }bo e~oh}jwo huvoe}u ag n~hlmnjkmjlc ihjl}olhleo hlm uvva~}, N} hun~hlmu c~as jl jiva~}hleo iohu~jlcialj}a~jlc hlm ihrjijujlc N~hlm Oealaijeu‒oggoe}u hlm ~o}~lu al n~hlm jlwou}iol} h~ojle~ohujlckz h ubh~om ~ouvalujnjkj}z sj}b }bogjlhleo gle}jal,Basowo~ sbjko ‒n~hlm oxj}z‚ ju ag}ol }hk`omhna} j} ju uokmai ekoh~kz mogjlom, Bas j} sa~`u}a jivhe} al N~hlm Oealaijeu‚ la} ekoh~kzlmo~u}aam, ]ji Hinko~ ag }bo Kalmal NujlouuUebaak mogjlou ‒n~hlm oxj}z‚ hu h ih~`o}jlchuuo} ‒no}sool }bo oh~u‚ ag ealuio~u }~hmoeu}aio~u u}hgg hlm a}bo~ u}h`obakmo~u sbjebu}jikh}ou kalc }o~i moihlm ehub gkas hlmwhko, Bo uou }bo hlhkacz ag h ~ouo~waj~ }bh}loomu }a no }avvom v jg }bo a}gkas ag sh}o~ ju}a no ihjl}hjlom h} h ealu}hl} a~ jle~ohujlc ~h}o,Jg }bo ‒n~hlm oxj}z‚ ~ouo~waj~ ju movko}om~owolou hlm ehub gkasu ihz ~oihjl u}~alc ga~ hvo~jam n} owol}hkkz }bo ~ouo~waj~ oiv}jou hlmehub gkasu m~z v, H c~oh} wjuhk hlhkacz n} soloom }a ~ohkkz lmo~u}hlm }bo gkas v~aeouu,Vhk Gokmsje` vkhlljlc Mj~oe}a~ ag NIV vajl}ua} }bh} }bo }o~i ‒n~hlm oxj}z‚ ju ag}ol uomjlmjue~jijlh}okz }a moue~jno mjggo~ol} vajl}u hkalc}bo u}~ohi4
Ealuio~ jihcou+ huuaejh}jalu hlm nokjogu,
]bouo h~o bjcb v }bo gkas }ash~mu }bo ua~eo, H n~hlm ihz no moue~jnom hu ‒zalc‚ ‒c~ool‚ a~‒orej}jlc‚, J} ju vauujnko }a iohu~o hlm ~ova~}bas ueb n~hlm jihcou huuaejh}jalu hlm nokjoguwh~z g~ai ealuio~ c~av }a ealuio~ c~avbas }boz ebhlco g~ai }jio }a }jio hlm bas }bozhggoe} v~ebhuo moejujalu, ]bju v~awjmou c~oh}mjhclau}je jlujcb} jl}a }bo ealuio~ uociol}uh~alm sbjeb h gjlhlejhk n~hlm whkh}jal juu}~e}~om,
Ealuio~ n~hlm u}~olc}b a~ kazhk}z,
]bouojl}o~iomjh}o a}v}u ihz no iohu~om jl }o~iuag h}}j}mou a~ hsh~olouu v~jeo okhu}jej}zmoihlm wakio v~ebhuo g~oxolez, ]bouoiohu~ou bokv ga~oehu} g}~o ehub gkasu uomjl h gjlhlejhk n~hlm whkh}jal,
Gjlhlejhk n~hlm whko,
N~hlm whkh}jalu h~o hulhvuba} ag g}~o n~hlm oh~ljlcu }h`ol h} hvajl} jl }jio, ]boz ~ogkoe} }bo uu}hjlhnko a}gkashlm v} h gj~i gjlhlejhk whko al j}, ]boz movolmal hl hee~h}o v~omje}jal ag g}~o n~hlm bohk}bnoehuo }boz h~o nhuom al ga~oehu} ehub gkasucolo~h}om nz }bo n~hlm, ]boz ~okz al hl hee~h}oou}jih}o ag }bo g}~o gkas sbjeb }bo ~ouo~waj~bhu zo} }a v~ameo, ]bo gkas ~h}o ihz no ghkkjlca~ ~jujlc movolmjlc al }bo hial} ag ‒n~hlmoxj}z‚ kog} jl }bo ~ouo~waj~,
5
N~hlm Oealaijeu
jivhe} al ea~va~h}o u}~h}ocz

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