Brands and Brand Equity: Definition and Management

Wood, L. (2000) Brands and Brand Equity: Definition and Management. Management Decision, 38 (9). pp. 622-699. ISSN 0025-1747. (The full text of this publication is not available from this repository)

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Official URL
http://dx.doi.org/10.1108/00251740010379100

Abstract

This article assumes that brands should be managed as valuable, long-term corporate assets. It is proposed that for a true brand asset mindset to be achieved, the relationship between brand loyalty and brand value needs to be recognised within the management accounting system. It is also suggested that strategic brand management is achieved by having a multi-disciplinary focus, which is facilitated by a common vocabulary. This article seeks to establish the relationships between the constructs and concepts of branding, and to provide a framework and vocabulary that aids effective communication between the functions of accounting and marketing. Performance measures for brand management are also considered, and a model for the management of brand equity is provided.

Item Type: Article
Subjects: H Social Sciences
Divisions: Faculties > Social Sciences > Kent Business School
Depositing User: Lisa Wood
Date Deposited: 02 Jun 2009 06:45
Last Modified: 10 Jan 2012 15:54
Resource URI: http://kar.kent.ac.uk/id/eprint/9962 (The current URI for this page, for reference purposes)
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