Κατεύθυνση Στρατηγικού Μάνατζμεντ
Library of the Faculty of Economics and of the Faculty of Business Administration

2021-07-19

2021

Zikakis Kyriakos

Δεσλή Ευαγγελία, Αναπληρώτρια Καθηγήτρια, Τμήμα Οικονομικών Επιστημών, Αριστοτελείου Πανεπιστημίου Θεσσαλονίκης, desli@econ.auth.gr

Αξία επωνυμίας – Brand Equity. Πως μπορούν οι σύγχρονοι μάνατζερ να υιοθετήσουν πιο αποτελεσματικές στρατηγικές και brand management, για να το κατακτήσουν

Greek

Brand Equity. How modern managers can adopt more effective strategies and brand management to conquer it

The value of the brand and its measurement is a challenge and at the same time a powerful tool for modern management. The term came into use in the late 1980s, as the importance of brand equity perception, measurement and management grew rapidly on a professional and academic level. The dimensions that contribute to and influence brand equity are a contentious issue for the scientific world of management as opinions regarding its measurement and manifestations vary.
Most of the formulated measurement methods that have been proposed are based on the definition that brand equity is the added value that a brand adds to a given product. The two most important researchers in brand value are Aaker and Keller. At present, there is no specific, commonly accepted way of measuring brand equity as opinions differ on the number and nature of its dimensions.
In this dissertation, after a review of the available literature, the case study of Amstel will be presented, trying to analyze the role of managers in the success of a product through the adoption of appropriate brand management strategies. The purpose of the dissertation is to first highlight how the brand influences consumer behavior and then to present how a business can develop and manage a brand with such value capable of influencing consumer decisions.
Finally, conclusions will be drawn as well as suggestions for the best techniques that modern managers should adopt for the greatest possible success of the organization they belong to.

Social, Political and Economic sciences

brand, equity, managers, strategies, management

No

0

Yes

81

95

File access is restricted only to the intranet of UoA.

https://pergamos.lib.uoa.gr/uoa/dl/object/2957330