Brand equity journal paper research

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It considers all dimensions of this fast-evolving field, drawing together cutting-edge analysis and the latest thinking from leading international experts in academia and industry. The topic coverage by the journal is broad and deep. Among some of the topics covered are brand alliances and mergers, brand heritage and history, brand ethics as well as branding and technology. Publishing 6 issues a year, the journal includes research and analysis that examine brand research methods; brand metrics and analytics; qualitative and quantitative brand research; brand architecture and portfolios. Case studies examine the experience of prominent organizations, describing problems encountered and lessons learned.
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A brand is a name, term, design, symbol or any other feature that identifies one seller's good or service as distinct from those of other sellers. The practice of branding - in the original literal sense of marking by burning - is thought to have begun with the ancient Egyptians , who were known to have engaged in livestock branding as early as 2, BCE. If a person stole any of the cattle, anyone else who saw the symbol could deduce the actual owner. The term has been extended to mean a strategic personality for a product or company, so that "brand" now suggests the values and promises that a consumer may perceive and buy into. Over time, the practice of branding objects extended to a broader range of packaging and goods offered for sale including oil, wine, cosmetics, and fish sauce and, in the 21st century, extends even further into services such as legal, financial and medical , political parties and people e.
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