Valorização da marca : uma proposta de modelo alternativo de avaliação de marcas

Abstract

Building strong brands provide owners a host of benefits, such as greater customer loyalty, less vulnerability to competitor activities or marketing crises, higher margins and better response to price increases or decreases, among other factors. Measuring the brand equity is an important element in the management process of this intangible asset. Perhaps the dominant theme in this dissertation is the difficulty in arriving at a single measure that captures the importance and the complexity of brand equity concept. There is always the risk of losing important aspects of the brand equity dimensions. A theoretical study and an analysis of the existing brand valuation methods have been undertaken. From these elements, a model trying to incorporate all dimensions of brand equity is proposed. A pilot test is presented to gauge the workability of the model.