... and places the articles in context. Findings Companies that stimulate knowledge sharing within online brand communities become better positioned to innovate and meet consumer needs. Desired outcomes are more attainable by increasing brand equity and building friendly communities that users feel motivated...

... and places the articles in context. Findings This paper discovered that the brand experience and how stakeholders view the brand influence the overall brand equity. Originality/value The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best...

... and places the articles in context. Findings The paper examines how value co-creation provides the mechanism through which social media marketing impacts brand equity and customer engagement in healthcare services. Originality/value The briefing saves busy executives, strategists, and researchers...

... and places the articles in context. Findings The study establishes that search engine optimization and brand equity have a bidirectional relationship. The directionality and influence of this relationship however depends on extent to which the brand is well established. Originality/value The briefing...

... and places the articles in context. Findings The study shows that CRM drives a firm’s online reputation management strategy. CRM usage has a positive effect on brand equity. However, only under the right circumstances online reputation management enhances brand equity. Originality/value The briefing...

... and places the articles in context. Findings Small retailers are able to overcome their resource disadvantage by joining a retail buying group. Strategic integration with other group members and pursuit of a differentiation competitive strategy can enhance group brand equity and improve the benefits...

... and places the articles in context. Findings Differentiation of offerings is a proven approach to help businesses to survive and prosper within a highly competitive market. Firms become better equipped to achieve these goals through building brand equity and appropriate brand positioning to highlight its...

... and extensive commercial activities the norm. Leading clubs are able to generate substantial revenues from the lucrative deals they negotiate. Strong growth evident in recent years has prompted an increasing emphasis on brand equity. Boardrooms are cognizant of its importance in enticing interest from...

... landscape, the importance of brand equity cannot be overstated. High levels of equity indicate a strong brand that will be able to make its presence felt in the marketplace. Brand equity is often conceptualized as incorporating brand associations, brand loyalty, brand awareness and perceived quality...

... Emerald Group Publishing Limited 2015 Malaysia Brand awareness Brand equity Brand image Brand loyalty A brand is a brand, right? Everything we have been taught about brands and the value of brands has been pretty constant for decades. Ever since the first business schools...

... and loyalty, they could also boost the public image of the firm as a responsible organization that cares for customer and societal well-being. Manufacturers and retailers should be careful not to overestimate the power of brand equity. Compulsive buyers, who constitute a substantial and growing group...

... and presenting it in a condensed and easy‐to digest format. © Emerald Group Publishing Limited 2011 Advertising Attitudes Brand equity Brand identity Brand image Logos Word of mouth The famous Bayeux Tapestry depicting events leading to the Norman invasion of England has a rival...

... Publishing Limited 2010 Brand equity Brand extensions Innovation As General Motors (GM) celebrated its 100th anniversary in 2008, it was concurrently being overtaken by Toyota as the world's largest automaker, while staring bankruptcy directly in the face. By June 2009 it had closed or sold...

... in a down economy to enhance your brand's equity and build its future value. Budget brands that may have been seen as not good enough in prior economic times may get a second look when consumers are forced to economise.” © Emerald Group Publishing Limited 2010 Brand equity Brand...

... the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format. © Emerald Group Publishing Limited 2010 Brand awareness Brand management Brand equity Brands Consumer behavior Communication Competitive strategy Organizations Product development...

... Brand image Brand management Trust Brand equity Quality More than $200 billion has been spent on advertising and promotion in the USA each year for most of the past decade. The amount of resources invested in building brands probably exceeds the economies of many countries. The rationale...

... helped by PepsiCo’s innovative brand equity measurement model that was developed last decade. © MCB UP Limited 2002 International marketing brand equity Brands National cultures After entering the Indian market in 1989, PepsiCo finally looks set to break even. However...