Brand Image Theoretical Aspects
(1) Vilniaus kolegija/University Applied Sciences
(*) Corresponding Author
Abstract
The article analyzes the image of a brand and a brand image, brand value assessment methods, brand value, and benefits. A brand is a word or phrase that identifies and separates goods belonging to one person from belonging to another person. A brand is one of the elements of marketing, advertising. High-quality brand brings significant benefits to the manufacturer or the trader. A brand name may consist of a brand name and a brand symbol. There is several brand value evaluation model analyze in the article, like capital market-oriented brand value model, Aaker's brand value model, the Interbrand Brand Assessment Methodology, which helps evaluate brand value and benefit.
Keywords
Full Text:
PDFReferences
Aaker, D. A. (1991). Managing Brand Equity. New York: The Free Press.
Bastos, W., and Levy, S. J. (2012). A history of the concept of branding: practice and theory. Journal of Historical Research in Marketing, (4)3, 347-368.
Bivainienė, L., and Šliburytė, L. (2008). The Brand Image As An Element of Brand Equity Socialiniai tyrimai/Social research, (12)2, 22-31.
Business dictionary. (n.d.). What are brand values? definition and meaning. Retrieved 2018, from http://www.businessdictionary.com/definition/brand-values.html
Business encyclopedia (2018). What is Brand Equity?. Retrieved from https://www.shopify.com/ encyclopedia/brand-equity
Čereška, B. (2004). Reklamos teorija ir praktika. Vilnius.
Černikovaitė, M. (2011). Prekės ženklo vertės matavimo modeliai. Socialinių mokslų studijos/ Societal studies, (3)3, 967–981.
Interbrand. (n.d.). Best Global Brands. Retrieved 2018, from http://interbrand.com/best-brands/ best-global-brands/methodology/
Kaplan, K. (2016). Brand Is Experience in the Digital Age. Retrieved from https://www.Nngr oup.com/articles/brand-experience-ux/
Lee, L., J., James, J. D., and Kim, Y. K. (2014). A Reconceptualization of Brand Image. International Journal of Business Administration. (5)4, 1-11.
Margarisová, K., and Vokáčová, L. (2016). Regional branding: building brand value. Acta universitatis agriculturae et silviculturae mendelianae brunensis, (64)6, 2059-2066.
Martineau, P. (1959). Sharper focus for the corporate image. Harvard Business Review, (3)1, 49-58.
Maurya, U.K., and Mishra, P. (2012). What is a brand? A Perspective on Brand Meaning. European Journal of Business and Management. (4)3, 122-134.
Newman, J. W. (1957). Motivation research and marketing management. Norwood: The Plimpton Press.
Raggio, R. D., and Leone, R. P. (2009). Chasing Brand Value: Fully Leveraging Brand Equity to Maximize Brand Value. Marketing Faculty Publications. http://scholarship.richmond.edu/ marketing-faculty-publications/8
Pullig, Ch. (2008). What is Brand Equity and What Does the Branding Concept Mean to You? Keller Center Research Report, pp. 1-4.
Rio,A., B., Vazquez, R., and Iglesias, R. (2001). The effects of brand associations on consumer response. Journal of consumer marketing, (18)5, 410-425.
Weng, X. D. (2002). Local Brand Strategy. Hangzhou: Zhejiang People’s Publishing House.
Westre, M. (2016). Brand associations and the Disney Magic. LSBM working paper series.
Zhang, Y. (2015). The Impact of Brand Image on Consumer Behavior: A Literature Review. Open Journal of Business and Management, 58-62. http://dx.doi.org/10.4236/ojbm.2015 .31006
Zhang, X.Y. (2011) Analysis on the Realization of the Core Values of the Brand. Medium and Small Business Management and Technology, 7, 9-10.
DOI: http://dx.doi.org/10.33019/ijbe.v2i1.64
Article Metrics
Abstract view : 3212 timesPDF - 1913 times
Refbacks
- There are currently no refbacks.
This work is licensed under a Creative Commons Attribution 4.0 International License.
Integrated Journal of Business and Economics is licensed under a Creative Commons Attribution 4.0 International License.
