Поиск по каталогу |
(строгое соответствие)
|
- Профессиональная
- Научно-популярная
- Художественная
- Публицистика
- Детская
- Искусство
- Хобби, семья, дом
- Спорт
- Путеводители
- Блокноты, тетради, открытки
Measuring Brand Equity from Aggregate Sales data.
В наличии
Местонахождение: Алматы | Состояние экземпляра: новый |
Бумажная
версия
версия
Автор: Sudhir Voleti
ISBN: 9783659719714
Год издания: 2015
Формат книги: 60×90/16 (145×215 мм)
Количество страниц: 160
Издательство: LAP LAMBERT Academic Publishing
Цена: 42249 тг
Положить в корзину
Позиции в рубрикаторе
Сферы деятельности:Код товара: 147989
Способы доставки в город Алматы * комплектация (срок до отгрузки) не более 2 рабочих дней |
Самовывоз из города Алматы (пункты самовывоза партнёра CDEK) |
Курьерская доставка CDEK из города Москва |
Доставка Почтой России из города Москва |
Аннотация: Brand Equity is an important and expansive measure of brand performance. Estimating Brand Equity can be challenging. This book presents an approach to do so using secondary sales data alone. The approach assumes that brand premiums arise as a deviation from the sales performance of an unbranded generic product. The deviation itself can be estimated by borrowing and adapting stochastic frontier models popular in production economics. The extent of such deviation form a neat proxy for brand equity which, when fed into a discounted cash flow model, yields measures of brand value. These brand value measures can be externally validated via a simple comparison against brand valuation figures routinely published by syndicated data and analysis providers who use proprietary methodologies in their computations. The book depicts an example from the beer industry. Chapters 2 and 3 of the book extend the brand equity computation principle to store brands and spatio-geographical effects of brand equity, respectively.
Ключевые слова: Brand Equity, Brand Valuation, Stochastic Frontier Models
Похожие издания
Сферы деятельности: Предпринимательская деятельность -> Маркетинг Marta Almeyda-Ib??ez Measuring the Brand Equity of Puerto Rico as a Destination Brand.. 1905 г., 148 стр., мягкий переплет Destinations are developing their branding strategies aimed to differentiate themselves and to attract more tourists; Puerto Rico is one of these destinations. The objectives of this quantitative study were to validate a customer-based brand equity model based in the consumer perception, measure the brand equity of Puerto Rico as a destination... | 36982 тг |