Brand equity : measuring, analyzing, and predicting
著者
書誌事項
Brand equity : measuring, analyzing, and predicting
（Faculty seminar series : Great ideas from business thought leaders）
Harvard Business School Pub , Stanford Graduate School of Business, c2006
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注記
System requirements: Intel Pentium III (or equivalent) 650 MHz or higher clock rate; 128MB RAM; Graphics display adapter with a display resolution of 1024 x 768 and a 16-bit color depth; Creative Labs Sound Blaster (or compatible) sound card with speakers or headphones; 16X CD-ROM drive; Microsoft Windows 98/NT/2000/XP; Microsoft Windows Media Player 6.4 through 9.0; Microsoft Internet Explorer 5.0 through 6.0; Adobe Acrobat Reader 5.0
Title from disk label
"Product number 1053C/1053F"
Summary: What is brand equity? How do we understand its value and its sources? How can we predict changes in profit, based on investment in brand? In this presentation, Professor V. Seenu Srinivasan shares his research on measuring, analyzing, and predicting a brand's equity in a product market. Professor Srinivasan's approach takes into account brand equity's three sources - brand awareness, attribute perception biases, and nonattribute preference - and reveals how much each contributes to brand equity. The method provides what-if analysis capabilities to predict the likely impacts of alternative approaches to enhancing a brand's equity