Measuring Brand Equity from Aggregate Sales data
Language: English
Published by LAP LAMBERT Academic Publishing Jun 2015, 2015
- Softcover
- New
Seller: BuchWeltWeit Ludwig Meier e.K., Bergisch Gladbach, GermanyBuchWeltWeit Ludwig Meier e.K.
AbeBooks seller since January 11, 2012
Condition: New
£ 62.40
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Add to basketItem description from seller
This item is printed on demand - it takes 3-4 days longer - Neuware -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. 160 pp. Englisch.…
Seller Inventory # 9783659719714
- Title
- Measuring Brand Equity from Aggregate Sales data
- Author
- Sudhir Voleti
- Publisher
- LAP LAMBERT Academic Publishing Jun 2015
- Publication year
- 2015
- Condition
- Neu
- Binding
- Taschenbuch
- Language
- English
- ISBN 10
- 3659719714
- ISBN 13
- 9783659719714
- Item weight
- 256 grams
- Dimensions
- 220x150x10 mm
"Synopsis" may belong to another edition of this title.
BuchWeltWeit Ludwig Meier e.K.
Bergisch Gladbach, Germany
AbeBooks seller since January 11, 2012
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