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Brand Equity: An Overview
Farris, Paul W.; Gregg, Eric A.; Chinn, Brandon; Razuri, MarielaNota técnica DARDEN-M-0879-EMarketingThis note was written as an updated version of “Perspectives on Brand Equity" (UVA-M-0668), and may be used in its place. This note provides a resource to aid in understanding brand equity: its creation, maintenance, measurement, and value. Suitable for use in introductory courses in marketing at the undergraduate and MBA levels, this note presents an overview of brand perspectives including those of Millward Brown, Young & Rubicam, David Aaker, ...Desde 8,20 €
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Makeup Shake-Up: The Challenge of Multichannel Marketing
Farris, Paul W.; Moore, Marian Chapman; Bunyan, Cara; Fineo, KennethCaso DARDEN-M-0865-EMarketingMultichannel retail shopping is quickly becoming the norm for consumers in many industries. Multichannel shopping, however, has the potential to frustrate the historical "house of brands" strategies that companies such as L’Oréal have implemented successfully for decades. Instead of a neat hierarchy of brands available at specific retailers, from class to mass, companies need to integrate an in-depth understanding of how consumers shop across cha...Desde 8,20 €