Abstract
A brand represents the awareness and the image that a product has managed with a segment of customers. In business terms, a brand can be defined as a specific relationship created within a given market for the promotion of a particular product. The specific existing relationship between a brand and a given market indicates the functional and symbolic values that demand attributes to the product through the brand. Brand equity expresses brand value in operating conditions. Brand equity shapes the value, at a certain time, of brand identity (awareness and image) that has been established with a specific demand.
Highlights
In today’s economies, companies do battle in global markets characterized by highly intense competition and an abundance of offerings[1]
Intangible assets, that can be managed by companies as output, can involve the development of a specific company function within an organization, and the creation and management of specific brand equity[4], which the external environment associates with certain offerings or with a company as a whole
From a ‘market-driven management’ perspective, intangible assets are related to information flows that exhibit important synergistic potential when they are used to improve corporate culture, corporate information systems and brand equity
Summary
In today’s economies, companies do battle in global markets characterized by highly intense competition and an abundance of offerings[1]. The success of company strategy in highly competitive socio-economic systems is influenced by company intangible assets, that is, by sophisticated management factors that involve, according to a wellknown definition, ‘the sum of accumulated company knowledge and the channels used to acquire information that is important to the company’[3]. Intangible asset input follows from company operations designed and implemented to acquire continuous flows of data and information. Such flows are similar to what modern corporate information systems, which are designed for highly competitive environments, produce as a matter . From a ‘market-driven management’ perspective, intangible assets are related to information flows that exhibit important synergistic potential when they are used to improve corporate culture, corporate information systems and brand equity. Brand equity is a part of a company’s larger system of intangible corporate assets[6] that influence company management success
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
