Brands and Brand Equity

Article OPEN
Brunello Adrian;
  • Journal: Ovidius University Annals, Economic Sciences Series, volume XI, issue 1 May, pages 270-275
  • Subject: brands, brand equity, marketing perspective, financial accounting perspective
    • jel: jel:M31

Nowadays brands have become significant drivers for product purchasing and usage decisions. Thus, they constitute a substantial intangible asset for most companies. In order to gain customers and make them become loyal, firms have to establish the equity of the brand an... View more
  • References (2)

    • Professor, PhD. Maurice Chenevoy, Directeur de l' Institute Universitaire Profesionalise, Universite D'Auvergne, Clermont 1, Clermont - Ferrand, France;

    • Professor, PhD. Jacky Mathonnat, Vice Recteur de L'Universite D'Auvergne, Clermont 1, Clermont - Ferrand, France;

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