global branding: opportunities for cross disciplinary ... · pdf fileaaker, david a. (1991),...
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A d e l I . E l - A n s a r yD o n n a L . H a r p e r P r o f e s s o r o f M a r k e t i n g
A p r e s e n t a t i o n p r e p a r e d f o r t h e
1 2 t h A n n u a l I n t e r n a t i o n a l B u s i n e s s R e s e a r c h C o n f e r e n c eC o g g i n C o l l e g e o f B u s i n e s sU n i v e r s i t y o f N o r t h F l o r i d a
F e b r u a r y 9 - 1 0 2 0 1 2
Global Branding: Opportunities for Cross Disciplinary Research Collaboration
Global Branding : Opportunities for Cross Disciplinary Research Collaboration
I. Introduction
II. Marketing Strategy and Marketing Program
III. Branding Strategy
IV. Marketing, Branding and Value of the Firm
V. Methodologies for Measuring Brand Equity
VI. Future Research Direction
Marketing and Firm Value: Metrics, Methods, Findings, and Future Directions
Conceptualizing, Measuring, and Managing Customer-Based Brand Equity
Customer Equity: An Integral Part of Financial Reporting
I. Introduction
I. Introduction
II. Marketing Strategy and Marketing Program
III. Branding Strategy
IV. Marketing, Branding and Value of the Firm
V. Methodologies for Measuring Brand Equity
VI. Future Research Direction
II. Marketing Strategy and Marketing Program
Global Branding : Opportunities for Cross Disciplinary Research Collaboration
I. Introduction
II. Marketing Strategy and Marketing Program
III. Branding Strategy
IV. Marketing, Branding and Value of the Firm
V. Methodologies for Measuring Brand Equity
VI. Future Research Direction
III. Branding Strategy
Text
Global Branding : Opportunities for Cross Disciplinary Research Collaboration
I. Introduction
II. Marketing Strategy and Marketing Program
III. Branding Strategy
IV. Marketing, Branding and Value of the Firm
V. Methodology
VI. Future Research Direction
IV. Marketing, Branding and the Value of the Firm
Global Branding : Opportunities for Cross Disciplinary Research Collaboration
I. Introduction
II. Marketing Strategy and Marketing Program
III. Branding Strategy
IV. Marketing, Branding and Value of the Firm
V. Methodologies for Measuring Brand Equity
VI. Future Research Direction
V. Methodologies for Measuring Brand Equity
Global Branding : Opportunities for Cross Disciplinary Research Collaboration
In Search of a Reliable Measure of Brand
EquityBrandZ and Interbrand Valuation Process
http://www.Brandz.com
http://www.interbrand.com
I. Introduction
II. Marketing Strategy and Marketing Program
III. Branding Strategy
IV. Marketing, Branding and Value of the Firm
V. Methodologies for Measuring Brand Equity
VI. Future Research Direction
VI. Future Research Directions
Global Branding : Opportunities for Cross Disciplinary Research Collaboration
1. Comparing the different measures of brand equity
2. Understanding the stock market impact of various metrics of return on marketing investment
3. Understanding the stock market impact of known marketing phenomena such as diffusion of innovation
4. Prescribing the critical marketing information elements that should be made available to investors
5. Understanding the volatility component of firm value
SelectedReferences
1. Aaker, David A. (1991), Managing Brand Equity. New York: The Free Press2. Keller, Kevin Lane (2003). “Brand Synthesis: The Multidimensionality of Brand
Knowledge,” Journal of Consumer Research, 29 (4), 595-6003. Leuthesser, L., C.S. Kohli and K.R. Harich (1995). “Brand Equity: The Halo Effect
Measure,” European Journal of Marketing, 29 (4), 57-66.4. Ailawadi, Kusum L., Donald R. Lehmann, and Scott A Neslin (2003). “Revenue Premium
as an Outcome Measure of Brand Equity,” Journal of Marketing, 67 (October), 1-17Keller K., (2008), “Strategic Brand Management”
5. Keller K., (1993), Conceptualizing, measuring, and managing customer-based brand equity, Upper Saddle River, New Jersey: Pearson Education, Inc.
6. Knowles J. (2002) “In Search of a Reliable Measure of Brand Equity” Brand-Business Equity Performance, Zyman Institute of Brand Science. http://www.zibs.com/knowles.shtml
7. Srinivasan S., Hanssens D (2009). “Marketing and Firm Value: Metrics, Methods,Findings, and Future Directions”, Journal of Marketing Research, 293 Vol. XLVI (June), 293–312
8. Wiesel T., Skiera B and Villanueva J. (2008),” Customer Equity: An Integral Part of Financial Reporting”, Journal of Marketing (March), 1-14
9. Keller, Kevin Lane (1993). “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity,” Journal of Marketing, 57 (January) 1-22
10. Lassar, W., B. Mittal and A. Sharma (1995). “Measuring Customer-Based Brand Equity,” Journal of Consumer Marketing, 12 (4), 11-19
11. Neumeier, Marty (2006). The Brand Gap: How to Bridge the Distance Between Business Strategy and Design, Berkeley, CA : New Riders Publishing.
12. Farris, Paul W.; Neil T. Bendle; Phillip E. Pfeifer; David J. Reibstein (2010). Marketing Metrics: The Definitive Guide to Measuring Marketing Performance. Upper Saddle River, New Jersey: Pearson Education, Inc.
13. Chu, Singfat and Hean Tat Keh (2006). “Brand Value Creation: Analysis of the Interbrand-Business Week Brand Value Rankings,” Marketing Letters, 17, 323-331
14. Aaker, David A. (1996), “Measuring Brand Equity Across Products and Markets,” California Management Review, 38 (Spring), 102-120.
15. 10. Paul Kilburn ad Alfred Riachi Brands vs non Branded Strategies, Journal of Marketing p 23, (12,1 2008).