How strong is your brand ?: Defining, measuring and evaluating brand equity 2001 (English)Independent thesis Basic level (degree of Bachelor)Student thesis

Abstract [en]

This dissertation is about the subject of brands and branding. It is an investigation into the importance of these elements as marketing tools. It covers what brand and branding actually are and the implications that these aspects hold for the consumer. The main focus of the study is an investigation into the area of brand equity, in terms of what it is and what can be derived from it. In my dissertation I have discussed what brand equity is and different ways of measuring it, if even possible to measure. The aim with the dissertation is to find out if there is a way of practically measuring all aspects of brand equity. To evaluate already exisistng theories in the subject of brand equity and to create a model for measuring brand equity, if one does not already exist.

Place, publisher, year, edition, pages

2001.

Keywords [en]

marketing, brand, branding, brand equity, measuring brand equity.

Identifiers

URN: urn:nbn:se:hh:diva-9676Local ID: U4307OAI: oai:DiVA.org:hh-9676DiVA, id: diva2:364781

Uppsok

Social and Behavioural Science, Law

Note

Denna uppsats kan beställas från arkivet / This paper can be ordered from the archive. Kontakta / Contact: arkivet@hh.seAvailable from: 2010-11-09 Created: 2010-11-09Bibliographically approved

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School of Business and Engineering (SET)

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