New dimensions and issues in the field of brand development and management
Keywords:
Dormant brand, brand awareness, brand dilution, internationalization, brand equity, ISO 10668.
Abstract
This paper analyses the brand as a driver of business competitiveness and sustainable source of competitive advantage. From a holistic perspective, and after addressing the literature about branding, the newest and most current issues regarding brand management are discussed. Specifically, the different functional areas of the company are discussed to deal with the growing problem of «dormant brands», the parameterization of the legal concept of «brand awareness», the brand dilution generated by third parties, the relation between brand equity and international competitiveness, and finally, the issue of valuing brands as well as how the ISO 10668 may drive brand valuation.Downloads
Download data is not yet available.
Article download
Crossmark
How to Cite
Cerviño J. y Baena V. (2015). New dimensions and issues in the field of brand development and management. Cuadernos de Estudios Empresariales, 24, 11-50. https://doi.org/10.5209/rev_CESE.2014.v24.48609
Issue
Section
Articles
License
In order to support the global exchange of knowledge, the journal Cuadernos de Estudios Empresariales is allowing unrestricted access to its content as from its publication in this electronic edition, and as such it is an open-access journal. The originals published in this journal are the property of the Complutense University of Madrid and any reproduction thereof in full or in part must cite the source. All content is distributed under a Creative Commons Attribution 4.0 use and distribution licence (CC BY 4.0). This circumstance must be expressly stated in these terms where necessary. You can view the summary and the complete legal text of the licence.
