Connecting Brand Value, 'Brand Equity' and Brand Economics

8/3/2019 Connecting Brand Value, 'Brand Equity' and Brand Economics

1/8

Bas ma n~hlmu hmm whko1

Jl gjlhlejhk }o~iu h n~hlm ~ov~ouol}u }bo vhe}no}sool h ealuio~ hlm h uvvkjo~ v~aijujlc huoe~o gkas ag g}~o ~owolou hlm v~agj}u }a }bo

uvvkjo~, _k}jih}okz sbh} cjwou h n~hlm j}u whkoju }bh} j} ju h uvoejgjehkkz mogolujnko vjoeo ag kochkv~avo~}z sj}b hl jle~oiol}hk u}~ohi ag ~owoloh}}hebom }a j},

]bo uvvkjo~u oh~ljlcu h~o uoe~o noehuou}~alc n~hlmu e~oh}o na}b gle}jalhk hlmoia}jalhk nh~~jo~u }a eaivo}j}jal ga~ }boealuio~u kazhk}z, Al }bo gle}jalhk ujmon~hlmu ujivkjgz ~oeaclj}jal hlm uokoe}jal0 }bozghejkj}h}o uvkj})uoealm v~ebhuo moejujalu h}vajl})ag)v~ebhuo, N~hlmu v~awjmo h ch~hl}ooag a~jcjl hlm xhkj}z0 ~okjhnko ealuio~ ebajeouehl no ihmo jl uhgo}z, Al }bo oia}jalhk ujmon~hlmu v~awjmo ~ohuu~hleo0 J hi h caamia}bo~ noehuo J uo Vhivo~u, N~hlmu uh}jugzhuuaejh}jwo mouj~ou0 J hi alo ag }bo jl)e~asmnoehuo J soh~ Wo~uheo, ]boz h~o huvj~h}jalhk0J hi hl v)hlm)eaijlc oroe}jwo noehuo Jm~jwo NIS, Gjlhkkz }boz gkgjkk uokg)orv~ouujwoloomu0 J hi ihlkz noehuo J uiaò Ih~kna~a,hlm ua al,

Hl jiva~}hl} hmmj}jalhk nologj} ag u}~alc n~hlmuju }boj~ hnjkj}z }a }~hlugo~ ou}hnkjubom ealuio~kazhk}z }a los ih~ò} h~ohu hlm v~ame}eh}oca~jou, Jl a~mo~ ga~ n~hlm u}~o}ebjlc }a nooggoe}jwo j} ju loeouuh~z }bh} }bo n~hlm h}}~jn}ouh~o hu hvv~av~jh}o }a }bo los or}olujal h~oh hu}a }bo a~jcjlhk v~ame} a~ uo~wjeo eh}oca~z, Ga~orhivko Wj~cjl ~ov~ouol}u jllawh}jwo orej}jlcza}bgk g~jolmkz caam whko sbh}owo~ eh}oca~zj} ju or}olmom jl}a0 jg }bo Wj~cjl n~hlm bhm nhuomj}u hvvohk orekujwokz al gle}jalhk hlm ~h}jalhkh}}~jn}ou j} sakm u}jkk no u}e` jl }bo ~oea~m~o}hjkjlc eh}oca~z,

]bh} u}~alc n~hlm oxj}z maou }~hlukh}o jl}ano}}o~ gjlhlejhk vo~ga~ihleo ehl no uool jl }boeakh ih~ò}, Jl nkjlm }ou}u Vovuj Eakhealuju}ol}kz a}vo~ga~iu Eaeh)Eakh jl }o~iu agealuio~ }hu}o v~ogo~oleo, N} sbol Eaò

n~hlmom vhe`hcjlc ju ~owohkom u}h}om v~ogo~oleoeaivko}okz ~owo~uou, Sbol a}bo~sjuo jmol}jehkeh~u ihmo jl }bo uhio ghe}a~z h~o n~hlmomoj}bo~ WS a~ UOH] }bo v~jeo hlm ~oujmhk whkov~agjkou mjggo~ m~hih}jehkkz, Sbol u}jkk }hv sh}o~ jun~hlmom Bjcbkhlm Uv~jlc }bo v~jeo ubaa}u v,N~hlmjlc vo~uhmou ealuio~u }a nobhwoj~~h}jalhkkz hmmjlc whko }a a}bo~sjuo gle}jalhkkzjmol}jehk v~ame}u hlm uo~wjeou,

Ealloe}jlc N~hlm Whko+ N~hlm Oxj}z

hlm N~hlm Oealaijeu

Jle~ohujlc }bo Jlgkoleo ag Ih~ò}jlcjl ]av Ihlhcoiol} Moejujal)Ih`jlc

8

Juuo 8

N~hlm Gjlhleo ôva~}


2/8

U}~alc n~hlmu sj}b bjcb n~hlm oxj}z vauuouu}bo hnjkj}z }a vo~uhmo voavko }a ihò oealaijemoejujalu nhuom al oia}jalhk ~h}bo~ }bhl ~h}jalhke~j}o~jh, ]boz ealuoxol}kz bhwo h v~agalmoealaije jivhe} hlm oealaije whko, N~hlmGjlhleo vke gj~u} mowokavom }bo ealeov} ag n~hlm

oealaijeu jl 8::: sbol j} nochl oivj~jehkkz~ouoh~ebjlc n~hlm ~okh}om oealaije vbolaiolh,

Jl}o~ou}jlckz j} ju uaio}jiou h~com }bh} n~hlmjlcju h shz ga~ eaivhljou }a ~jv agg ealuio~un} }bo gakkasjlc ujivko orhivko moialu}~h}ou}bh} jl h g~oo ih~ò} n~hlmu e~oh}o h wj~}auej~eko ag kaso~ v~jeou bjcbo~ v~agj}u hlm bjcbo~u~vku ealuio~ }jkj}z, N~hlmjlc ealuoxol}kzbhu h bcokz nologjejhk oggoe} al jlmjwjmhkealuio~u jlmjwjmhk eaivhljou hlm }booealaiz hu h sbako,

N~hlmu ghwa~hnkz hggoe} na}b }bo ~owolo hlm eau}

e~wou ag h nujlouu,Gjcu~o 8 ubasu }bo hwo~hco~owolo hlm eau} e~wou ag h ujivko eaiiamj}znujlouu,Gjcu~o > moialu}~h}ou }bo hnuak}ohial} ag v~agj} ihmo jl }bh} eaiiamj}z nujlouuh} h lj} uhko v~jeo ag uhz -8?6, J} sjkk no uool}bh} }bo hwo~hco lj} eau} moekjlou hu wakioc~asu0 }bju ju noehuo gjrom eau}u h~o uv~ohm awo~h kh~co~ wakio ag v~ame}jal,

Hu ubasl jlGjcu~o 5+ jg v~ame}u h~o sokk n~hlmomhlm bhwo hexj~om u}~alc n~hlm oxj}z }bo

moihlm kjlo iawou a} }a }bo ~jcb} noehuoealuio~u h~o xj}o sjkkjlc }a vhz ia~o, ]bo~o h~owh~jau oggoe}u h} sa~` ehujlc }bju vbolaiolal0bjcbo~ }~jhk ag }bo eh}oca~z hlm }bo n~hlm bjcbo~~ovoh} ~h}ou kaso~ khvuo ~h}ou h sjkkjlclouu }a vhzh v~oiji o}e,

Oxhkkz jiva~}hl}kz u}~alc n~hlm oxj}z m~jwoumasl }bo hwo~hco eau} e~wo, U}~alc n~hlmu h~oia~o sjkkjlckz mju}~jn}om hlm u}aeòm nz }bo }~hmo~ouk}jlc jl kaso~ eaiijuujalu mjueal}u hlmu}ae`jlc goou,

]bo lo} ~ouk} ubasl jlGjcu~o =+ ju h}~hluga~ih}jal ag }bo eaiiamj}z oealaije iamok}a h n~hlmom alo sj}b }bo ~owolo e~wo vubomvsh~mu hlm }bo eau} e~wo maslsh~mu,Hwo~hco u~vku ealuio~ }jkj}z bhu mankomnoehuo v~ogo~oleo ga~ }bo n~hlm orv~ouuom jlgjlhlejhk }o~iu bhu jle~ohuom ujcljgjehl}kz,Bakmjlc }bo v~jeo h} -8?6 v~awjmou c~oh}o~ealuio~ uh}jughe}jal a~ u~vku ealuio~ }jkj}z}a hkk ealuio~u,

Uaio n~hlm aslo~u sakm no bhvvz }a kohwo }boiamok h} }bh} uh}jugjom }boz bhm hebjowom bjcbo~uhkou v~agj}u hlm ealuio~ }jkj}z h} }bo a~jcjlhk

v~jeo vajl}, Basowo~ h lino~ ag jl}o~ou}jlcu}~h}ocje av}jalu noeaio hwhjkhnko lmo~ hu}~alckz n~hlmom nujlouu iamok,

>

N~hlm Oealaijeu


3/8

Jl h eaiiamj}z nujlouu hl jle~ohuo jl v~jeoxj}o ~h}jalhkkz kohmu }a h v~ava~}jalh}o moe~ohuojl moihlm hlm wjeo wo~uh, Ga~ owo~z lj}jle~ohuo jl v~jeo }bo~o ju h lj} moe~ohuo jlwakio moihlmom,

]bo moihlm e~wo jl a~ ujivkjgjom iamok ju hu}~hjcb} kjlo ag }bju `jlm,

Basowo~ jl h n~hlmom nujlouu moihlm wh~joujl j~~h}jalhk shzu, Hu v~jeo ~juou }bo wakio agmoihlm g~ai n~hlm kazhk ealuio~u ag}olmoe~ohuou kouu }bhl v~ava~}jalh}okz sj}b }bojle~ohuo jl v~jeo, Hu v~jeo ghkku }bo wakio agmoihlm g~ai kazhk ealuio~u ihz jle~ohuoia~o }bhl v~ava~}jalh}okz noehuo ealuio~uuoo` }a ealuio a~ u}ae`vjko }boj~ ghwa~j}o n~hlmh} sbh} ju uool }a no h bjcbkz ghwa~hnko v~jeo,

Jl uaio jlu}hleou n~hlm moihlm e~wou wh~z jl

hvvh~ol}kz j~~h}jalhk shzu, Ga~ orhivko jl kr~zcaamu moihlm ag}ol ~juou ~h}bo~ }bhl ghkku huv~jeo ~juou, Uaio voavko h~o v~ovh~om }a vhz hv~oiji ga~ orekujwj}z,

]bo ubhvo ag h n~hlmu moihlm e~wo loom }a noeh~ogkkz jlwou}jch}om noga~o moejmjlc al }boav}jihk n~hlm u}~h}ocz, Jl }bo ujivkjgjom orhivkoubasl jlGjcu~o =+ moihlm jle~ohuouv~ava~}jalh}okz sj}b v~jeo moe~ohuou, Jl }bo ~ohksa~km }bju ju lkjòkz }a bhvvol ga~ }bo ~ohualula}om hnawo, Jg }bo n~hlm ju h u}~alc alo }bol}bo moihlm kjlo ag}ol gkh}}olu hlm or}olmu hu

v~jeou ghkk, Basowo~ }bo orhivko ekoh~kzmoialu}~h}ou }bo wj~}au ej~eko e~oh}om nzn~hlmu kjò Ush}eb a~ IeMalhkmu,]bju jkku}~h}ou }bh} }bo n~hlm aslo~ ju sa~`jlcbh~mo~ }a v~awjmo ia~o n~hlmom v~ame} }a ia~oealuio~u, ]bo n~hlm aslo~ ju ih`jlc ia~ov~agj} n} ujik}hloaukz e~oh}jlc c~oh}o~ealuio~ uh}jughe}jal hlm }jkj}z, ]bju ju sbzn~hlmjlc jl h g~oo ol}o~v~juo oealaiz ju gh~ g~ainojlc h ealuio~ ~jv)agg Jg j} so~o ealuio~usakm ujivkz u}av nzjlc n~hlmom v~ame}u,

]bo ujivkjgjom oealaije iamok la}om hnawo ju}bo iamok hmav}om nz Ush}eb sbol j}

~owak}jaljuom }bo s~ju} sh}eb ih~ò} hlm bhunool hmav}om nz ihlz a}bo~ olkjcb}olom n~hlmaslo~u, Nz njkmjlc u}~alc n~hlmu }boz `jkkuowo~hk nj~mu sj}b alo u}alo hebjowjlc c~oh}o~}~lawo~ hlm v~agj} ia~o eaivo}j}jwo v~jejlc }aòov a} eaivo}j}jal hlm ujcljgjehl}kz ia~ouh}jugjom kazhk ealuio~u,

_lmo~u}hlmjlc bas

N~hlm Oxj}z m~jwou

N~hlm OealaijeuOxj}z ju h gjlhlejhk }o~i }bh} bhu nool hmav}omnz ih~ò}jlc voavko }a ~ogkoe} }bo ghe} }bh} }bon~hlmu }boz ihlhco h~o gjlhlejhk huuo}u sbjebe~oh}o ujcljgjehl} ubh~obakmo~ whko,

J} ~ogkoe}u h c~asjlc ~oeaclj}jal }bh}~ouvalujnjkj}z ga~ n~hlmu iu} no ubh~omno}sool }bo gjlhleo hlm ih~ò}jlc gle}jalu,]bo ih~ò}jlc movh~}iol} sjkk hkshzu bhwo~ouvalujnjkj}z ga~ }bo e~oh}jwo huvoe}u ag n~hlmnjkmjlc ihjl}olhleo hlm uvva~}, N} hu

n~hlmu c~as jl jiva~}hleo iohu~jlcialj}a~jlc hlm ihrjijujlc N~hlm Oealaijeuoggoe}u hlm ~o}~lu al n~hlm jlwou}iol} h~ojle~ohujlckz h ubh~om ~ouvalujnjkj}z sj}b }bogjlhleo gle}jal,

Basowo~ sbjko n~hlm oxj}z ju ag}ol }hkòmhna} j} ju uokmai ekoh~kz mogjlom, Bas j} sa~ù}a jivhe} al N~hlm Oealaijeu la} ekoh~kzlmo~u}aam, ]ji Hinko~ ag }bo Kalmal NujlouuUebaak mogjlou n~hlm oxj}z hu h ih~ò}jlchuuo} no}sool }bo oh~u ag ealuio~u }~hmoeu}aio~u u}hgg hlm a}bo~ u}hòbakmo~u sbjebu}jikh}ou kalc }o~i moihlm ehub gkas hlm

whko, Bo uou }bo hlhkacz ag h ~ouo~waj~ }bh}loomu }a no }avvom v jg }bo a}gkas ag sh}o~ ju}a no ihjl}hjlom h} h ealu}hl} a~ jle~ohujlc ~h}o,

Jg }bo n~hlm oxj}z ~ouo~waj~ ju movko}om~owolou hlm ehub gkasu ihz ~oihjl u}~alc ga~ hvo~jam n} owol}hkkz }bo ~ouo~waj~ oiv}jou hlmehub gkasu m~z v, H c~oh} wjuhk hlhkacz n} soloom }a ~ohkkz lmo~u}hlm }bo gkas v~aeouu,

Vhk Gokmsje` vkhlljlc Mj~oe}a~ ag NIV vajl}ua} }bh} }bo }o~i n~hlm oxj}z ju ag}ol uomjlmjue~jijlh}okz }a moue~jno mjggo~ol} vajl}u hkalc

}bo u}~ohi4

Ealuio~ jihcou+ huuaejh}jalu hlm nokjogu,

]bouo h~o bjcb v }bo gkas }ash~mu }bo ua~eo,H n~hlm ihz no moue~jnom hu zalc c~ool a~orej}jlc, J} ju vauujnko }a iohu~o hlm ~ova~}bas ueb n~hlm jihcou huuaejh}jalu hlm nokjoguwh~z g~ai ealuio~ c~av }a ealuio~ c~avbas }boz ebhlco g~ai }jio }a }jio hlm bas }bozhggoe} v~ebhuo moejujalu, ]bju v~awjmou c~oh}mjhclau}je jlujcb} jl}a }bo ealuio~ uociol}uh~alm sbjeb h gjlhlejhk n~hlm whkh}jal juu}~e}~om,

Ealuio~ n~hlm u}~olc}b a~ kazhk}z, ]bouojl}o~iomjh}o a}v}u ihz no iohu~om jl }o~iuag h}}j}mou a~ hsh~olouu v~jeo okhu}jej}zmoihlm wakio v~ebhuo g~oxolez, ]bouoiohu~ou bokv ga~oehu} g}~o ehub gkasu uomjl h gjlhlejhk n~hlm whkh}jal,

Gjlhlejhk n~hlm whko, N~hlm whkh}jalu h~o hulhvuba} ag g}~o n~hlm oh~ljlcu }hòl h} hvajl} jl }jio, ]boz ~ogkoe} }bo uu}hjlhnko a}gkashlm v} h gj~i gjlhlejhk whko al j}, ]boz movolmal hl hee~h}o v~omje}jal ag g}~o n~hlm bohk}bnoehuo }boz h~o nhuom al ga~oehu} ehub gkasu

colo~h}om nz }bo n~hlm, ]boz ~okz al hl hee~h}oou}jih}o ag }bo g}~o gkas sbjeb }bo ~ouo~waj~bhu zo} }a v~ameo, ]bo gkas ~h}o ihz no ghkkjlca~ ~jujlc movolmjlc al }bo hial} ag n~hlmoxj}z kog} jl }bo ~ouo~waj~,

5

N~hlm Oealaijeu jivhe} al ea~va~h}o u}~h}ocz


4/8

N~hlm Gjlhleo mogjlj}jalag n~hlm oxj}z

N~hlm oxj}z iohu~ou }bo v~avoluj}z aguvoejgje hmjoleou }a orv~ouu v~ogo~oleou sbjebh~o gjlhlejhkkz ghwa~hnko }a }bo n~hlm, N~hlmoxj}z iohu~oiol} uzu}oiu juakh}o hlm hlhkzuo}bo h}}~jn}ou }bh} orvkhjl ebhlcou jl }bju

v~avoluj}z hlm v~omje} g}~o gjlhlejhk nobhwja~,N~hlm Oxj}z bokvu orvkhjl }bo ubhvo ag moihlmhlm eau} e~wou jl h N~hlm Oealaijeu u}mz,

Gjcu~o ? jkku}~h}ou }bo g~hiosa~` ag h }zvjehkn~hlm whkh}jal, H ih~ò} ~owjos iu} gj~u} noealme}om }a lmo~u}hlm hkk }bo }~olmu m~jwjlc}bo ujto c~as}b hlm v~agj}hnjkj}z ag }bo ih~ò}sj}bjl sbjeb }bo n~hlm avo~h}ou, ]bol h ~owjosju ealme}om }a lmo~u}hlm eaivo}j}a~u hlmealme} n~hlm u}~olc}b huuouuiol}u,H e~j}jehk vh~} ag }bju v~aeouu ju lmo~u}hlmjlcbas n~hlm oxj}z hggoe}u }bo N~hlm Oealaijeuhlm olu~jlc }bh} }bo ubhvo ag }bo moihlm

e~wou jl oheb ag }bo uociol}u ju gkkzlmo~u}aam, E~j}jehkkz }bo whkh}jal ju uociol}omjl}a mjue~o}o vjoeou }a hkkas hl lmo~u}hlmjlcag }bo n~hlm eal}~jn}jal nz uociol}, ]bju~ogkoe}u }bo ghe} }bh} moihlm ealmj}jalu wh~zujcljgjehl}kz g~ai alo coac~hvbje a~ ealuio~uociol} }a hla}bo~,

Ua h n~hlm whkh}jal v~awjmou h g~hiosa~` ga~whkjlc }bo n~hlm jl}a uociol}u "nz coac~hvbzv~ame} ebhllok a~ ealuio~ moiac~hvbje*sbjeb ih}ebou sj}b }bo hlhkzuju ag n~hlmoxj}z hlm lmo~kzjlc N~hlm Oealaijeu,

Nz lmo~u}hlmjlc n~hlm oxj}z jl hcc~och}ohlm ga~ }bo jlmjwjmhk uociol}u so h~o hnko}a no}}o~ mjhclauo bas hlm sbo~o g}~o whkoehl no ihrjijtom,

]bo~o ju la ujivko iohu~o ag n~hlm oxj}z,]bo~o h~o uowo~hk iohu~ou sbjeb }hòl}aco}bo~ jlga~i ihlhcoiol} moejujal)ih`jlc,Sbh} ihda~ eaivhljou h~o nocjlljlc }a ~ohkjuo ju}bh} hkk ag }bo iohu~ou hwhjkhnko loom }a noch}bo~om ~owjosom hlm v~ja~j}juom jl h u}~e}~omn~hlm hmj} hlm ealujmo~om hu h sbako jl }bon~hlm owhkh}jal v~aeouu,

]a }bju olm ia~o hlm ia~o eaivhljou h~onjkmjlc n~hlm ialj}a~jlc hlm ga~oehu}jlcuzu}oiu sj}b kh~co wakiou ag mo}hjkom ~ouoh~ebhlm gjlhlejhk mh}h jlea~va~h}jlc n~hlm oxj}z hlmn~hlm whko iohu~ou,

Ealekujal

N~hlmu sjkk no ihda~ m~jwo~u ag ea~va~h}o whko jl}bo >8u} eol}~z, Jlwou}a~u hlm nujlouu kohmo~ubhwo ~oeacljuom }bju, Gjlhlejhk ihlhco~u hlmvkhllo~u h~o jle~ohujlckz ujlc n~hlm oxj}z}~he`jlc iamoku }a ghejkj}h}o nujlouu vkhlljlc,

]boz ubakm ca alo u}ov g~}bo~, Jlwou}a~u loomhlm shl} c~oh}o~ mjuekau~o ag n~hlm whkou hlmih~ò}jlc vo~ga~ihleo, ]boz shl} }a lmo~u}hlm}bo N~hlm Oealaijeu ag jlmjwjmhk n~hlmu }ano}}o~ lmo~u}hlm }bo g}~o vo~ga~ihleo hlmwhko ag eaivhljou }boz h~o jlwou}jlc jl,Gjlhlejhk ihlhco~u ubakm vkhz h kohm ~ako jlolu~jlc }bh} ueb jlga~ih}jal ju hmoxh}okzeaiiljeh}om }a jlwou}a~u ~h}bo~ }bhl shj}jlcga~ u}h}}a~z mjuekau~o ~oxj~oiol}u }a eh}ebv sj}b ~ohkj}z,

Bhwjlc mo}hjkom jlga~ih}jal al }bo n~hlm la}

du} h n~hlm whko jl gjlhlejhk }o~iu jlekmjlcjlga~ih}jal al vo~eov}hk vo~ga~ihleo hlmeu}aio~ iohu~ou ehl hjm }bo jlwou}a~ ~okh}jalugle}jal, Nz }jkjujlc mo}hjkom n~hlm oxj}z hlmN~hlm Oealaijeu }~heò~u j} ju vauujnko }a ubas

=


5/8

}bo jlwou}iol} eaiilj}z }bo eal}~jn}jal ag }bon~hlm hu sokk hu j}u he}hk whko,

A}bo~ òz h~ohu jl sbjeb h c~oh}o~ lmo~u}hlmjlcag n~hlm oxj}z hlm N~hlm Oealaijeu hjmueaivhlz vo~ga~ihleo jlekmou }bo uo}}jlcag ih~ò}jlc nmco}u ~oua~eo hkkaeh}jal jl}o~lhkeaiiljeh}jal hlm n~hlm vo~ga~ihleo }~he`jlc,

Ihlz a~chljuh}jalu uggo~ g~ai h u~vku ~h}bo~}bhl h khe` ag ih~ò} hlm ealuio~ jlga~ih}jal,_lga~}lh}okz ieb ag }bju ju ch}bo~om hlmu}a~om jl juakh}jal, ]bo akm gle}jalhk nalmh~jouag h nzcalo o~h u}jkk v~owol} }bo oggoe}jwo gkashlm jl}oc~h}jal ag jlga~ih}jal, Owol jg n~hlm}~he`jlc mh}h ihòu j} al}a }bo Jl}~hlo} a~ hubh~om mj~oe}a~z j} }olmu }a ~oihjl jl ~ouoh~ebuvoh` hlm }olmu la} }a no uom nz gjlhlejhk hlmu}~h}ocje vkhllo~u,

Sbh} ih~ò}o~u hlm n~hlm aslo~u loom }aolu~o ju }bh} hmoxh}o mh}h ju eakkoe}omeol}~hkkz hlm ~ockh~kz }bh} ~okh}jalubjvu no}sool}bo mh}h wh~jhnkou h~o lmo~u}aam }bh} }bogjlhlejhk whko ag }bo n~hlm ju lmo~u}aam hlm}bh} j} ju ialj}a~om, J} ju las nou} v~he}jeo }abhwo h n~hlm oxj}z N~hlm Oealaijeu hlmn~hlm whko ~ova~}jlc uzu}oi ag }bju `jlm hlmmoihlmu ga~ ueb ~ova~}jlc uzu}oiu sjkk no

g~}bo~ m~jwol nz }bo gjlhlejhk hlm jlwou}iol}eaiilj}jou jl }bo eaijlc zoh~u,

._k}jih}okz+ sbh} cjwou h n~hlmj}u whko ju }bh} j} ju h uvoejgjehkkz

mogolujnko vjoeo ag kochk v~avo~}zsj}b hl jle~oiol}hk u}~ohi

ag ~owolo h}}hebom }a j},.


6/8

Ga~ ihlz zoh~u ea~va~h}ogjlhlejo~u bhwo ~oeacljuom }bh}ueeouugk n~hlmu v~awjmooreokkol} uoe~j}z hchjlu} sbjeb }ana~~as hlm ehl hkua h}}~he}v~oiji v~jeou sbol vkheom al}bo ih~ò}, Sbh}u los ju hc~asjlc hsh~olouu ag }bo vujmo

va}ol}jhk jl lmo~)vo~ga~ijlc n~hlmu, Basowo~iau} aslo~u ag ueb n~hlmu ma la} `las bas }alkae` }boj~ gkk whko al h mjuvauhk, Sj}b }bju jlijlm N~hlm Gjlhleo hlm Ehwolmjub Ea~va~h}oGjlhleo bhwo nool sa~`jlc }aco}bo~ }a v~awjmo hn~hlm ~ohkjuh}jal uo~wjeo,

Nokas Mhwjm Bhjcb EOA ag N~hlm Gjlhleoeaiiol}u al }bo e~~ol} ih~ò} ga~ n~hlm~ohkjuh}jalu hlm a}kjlou }bo òz u}ovu jl h n~hlmhmj} hlm whkh}jal oro~ejuo,

Ih~ò}jlc voavko bhwo hkshzu `lasl }bh}coljlokz u}~alc n~hlmu hmm whko }a }bonujlouu v~avauj}jal nz jle~ohujlc ~owolouhlm ~omejlc avo~h}jlc hlm gjlhlejlc eau}u,]bo ihjl ebhlco jl }bo ih~ò} awo~ }bo khu}gos zoh~u bhu nool }bo jle~ohujlc ~oeaclj}jal}bh} }bo~o ju va}ol}jhkkz ealujmo~hnko whko jl

n~hlmu sbjeb h~o }j~om mju}~ouuom a~ colo~hkkzlmo~)vo~ga~ijlc,

N~hlm Ch~mjhlu kjò }bo Uhh}ebju "}b~acbUHH]EBjLWOU]* bhwo jmol}jgjom }bo avva~}lj}zhlm h~o jle~ohujlckz sjkkjlc }a u}ov jl sbole~~ol} aslo~u h~o oj}bo~ lhnko a~ lsjkkjlc }alkae` h n~hlmu }~o va}ol}jhk,

]bo UHH]EBjLWOU] wobjeko ju la} }bo gj~u} ag j}u`jlm, Jl }bo 8:26u Uj~ Vhk Dmco }bol u}~h}oczmj~oe}a~ h} Ehmn~zu nacb} h vh~eok ag lal)ea~o n~hlmu a} ag Ehmn~zu }a ga~i V~oijo~N~hlmu hlm gjwo zoh~u hca Dabl I~vbz }bogalmo~ ag Jl}o~n~hlm kom h uihkk ealua~}ji }anz Vkzia}b Cjl a} ag Hkkjom Maioex,Ehwolmjub unuoxol}kz he}om ga~ Dabl I~vbz

al }bo uhko ag Vkzia}b }a Wjl ' Uv~j} HNag Usomol h} h ealujmo~hnko v~agj},Las basowo~ iau} ag }bo kh~co ealckaio~h}oukjò _ljkowo~ Mjhcoa hlm H~ehmjh h~o ~owjosjlc}boj~ n~hlm va~}gakjau hlm uvjlljlc agg }bauosbjeb ma la} gj}, ]bju bhu e~oh}om hl he}jwo hlmsjkkjlc ih~ò} sj}b eaivo}j}jal ba}}jlc vno}sool v~jwh}o oxj}z vkhzo~u ijlj)ealckaio~h}ou hlm jlmjwjmhk hlcoku,

]bo mjggjek}z ju }bh} iau} jlwou}a~u hlm nhlò~ubhwo kj}}ko jmoh sbh} ihòu h n~hlm }bh} ju kjòkz}a mokjwo~ }bo orvoe}om nologj}u hlm }bo~oga~osbjeb lmo~ vo~ga~ijlc n~hlmu h~o macu shj}jlc}a orvj~o hlm sbjeb h~o }bo masl}~ammol u}h~u,

So bhwo la}jeom }bh} j} ju ag}ol }bo uihkko~ VKEuhlm }bo v~jwh}o oxj}z bauou sba ma la}loeouuh~jkz bhwo }bo ~oxjuj}o jl)bauo n~hlmihlhcoiol} ~oua~eou sba h~o ghjkjlc }a uoe~onou} whko al }bo mjuvauhk ag ueb n~hlmu,

Jl }bo ihda~j}z ag ehuou hkk }bh} }boz loom ju h~jca~au hvv~hjuhk ag }bo lmo~kzjlc va}ol}jhk ag hn~hlm hlm v~he}jehk hmwjeo al bas }a ~ohkjuo j}uva}ol}jhk, Ouuol}jhkkz ehl }bo n~hlm nou}~olc}bolom ju j} sa~}b }bo ogga~} hlm jg ua

bas1 Sbh} ju j}u whko hlm jg j} ju nou} }a uokk }bon~hlm bas ehl j} no v~ouol}om }a }bo ih~ò} jlueb h shz hu }a ihrjijuo whko1

So bhwo khnokkom }bju h N~hlm MoMjkjcoleo ôwjos,

]zvjehkkz }bo gakkasjlc gjwo òz u}ovu sakm no

jlekmom jl ueb h ~owjos4

8 Kochk ~owjos hlm ~ju` hlhkzuju

Jlwakwou lmo~u}hlmjlc }bo lh}~oag }bo g~hlebjuo4

H~o }~hmoih~ù ~ocju}o~om jl hkk }o~~j}a~jou hlmnujlouu ekhuuou1

H~o }~hmoih~ù v~avo~kz v~a}oe}om1 H~o }~hmoih~` ~jcb}u uakm ubh~om a~ kjeoluom1

7

Ihrjijujlc }bo gkk whko


7/83

H~o uhkou nojlc kau} }b~acb vh~hkkok }~hmjlca~ eal}o~goj}jlc1

> Ih~ò} ~owjos hlm ~ju` hlhkzuju

Jlwakwou lmo~u}hlmjlc }bo ~ju` v~agjkoag }bo jlmu}~z4

Ju }bo jlmu}~z jl h c~as}b a~ moekjlo vbhuo1 Ju }bo jlmu}~z u}hnko a~ vh~}jekh~kz wklo~hnko

}a uaejhk oealaije vakj}jehk }oeblakacjehk a~olwj~aliol}hk ghe}a~u1

Bas h~o mowokaviol}u jl o)eaiio~eo hlm }bojl}o~lo} hggoe}jlc }bo mju}~jn}jal ebhlloku jl}bo jlmu}~z1

5 Eaivo}j}a~ ~owjos hlm ~ju` hlhkzuju

Jlwakwou lmo~u}hlmjlc }bo eaivo}j}a~khlmuehvo4

Sba ju }bo ih~ò} kohmo~ hlm sbh} ju j}uu}~h}ocz ) ju j} jl}oc~h}jlc v!masl!he~auu1

Sbjeb ag }bo a}bo~ nujlouuou h~o ealujmo~omih~ò} ebhkkolco~u!gakkaso~u!ljebo vkhzo~u hlm

sbh} hvvoh~u }a no }boj~ ih~ò}jlc u}~h}ocz1 Sbh} h~o }bo nh~~jo~u }a ol}~z jl }bo ih~ò}1

= N~hlm jihco ~owjos hlm ~ju` hlhkzuju

Ju }bo n~hlm sokk ihlhcom1 Eu}aio~ }h~co} v~agjko

V~jejlc u}~h}ocz Hmoxh}o ih~ò}jlc uvva~} ôuvalmjlc }a ebhlcjlc olwj~aliol} Ju }bo~o v~a}oe}jal hchjlu} ~ov}h}jal mhihco1 V~ame} ihkgle}jal Vo~uallok o~~a~ O}bjehk a~ olwj~aliol}hk v~ankoiu

? N~hlmom nujlouu ~owjos hlm ~ju` hlhkzuju

Ju }bo~o hlz uu}hjlhnko eaivo}j}jwohmwhl}hco1

V~ame} jllawh}jal Ihlghe}~jlc ehvhnjkj}z Mju}~jn}jal!ebhllok u}~e}~o

Xhkj}z ag uo~wjeo!voavko Kasou} eau}!v~jeo Eu}aio~ kazhk}z!jlo~}jh Jl}hlcjnko mjggo~ol}jh}jal

]bo ~ouk}hl} ~ova~} g~ai ueb h ~owjos sakmjlekmo h n~hlmom nujlouu whkh}jal hlmeaiiol}h~z al sbh} m~jwou moihlm hlm kazhk}zhlm h mo}hjkom hvv~hjuhk ag wh~jau hk}o~lh}jwoc~as}b hlm whko ~ohkjuh}jal av}jalu,

]bo N~hlm Gjlhleo hlm Ehwolmjub wjos ju }bh}sj}b }bo ~jcb} v~ovh~h}jal hlm v~ouol}h}jal }bo~oju la ~ohual sbz }bo orju}jlc aslo~u ehlla}or}~he} ealujmo~hnko hmmj}jalhk whko g~ai }boj~n~hlmu, Ag}ol }bo whko ju bjmmol hshz n} sbzkohwo hkk ag j} ga~ }bo lor} ihl1

N~hlm Gjlhleo hlm Ehwolmjub ueeouugkkzeaivko}om }boj~ gj~u} dajl} ihlmh}o jl uiio~>665 sj}b }bo ueeouugk uhko ag NEV }bo _@ukohmjlc hj~va~} eh~ vh~` ~ouo~wh}jalu nujlouuou,Jl }bju oro~ejuo h n~hlm mo mjkjcoleo ~owjos shueh~~jom a} sbjeb bokvom }a bjcbkjcb} }bou}~olc}b ag }bo n~hlm hlm j}u va}ol}jhk,]bju hiilj}jal shu }bol uom oggoe}jwokz nzEhwolmjub }a uoe~o h wo~z gkk v~jeo ga~}bo nujlouu,

Mhwjm Bhjcb Ebjog Oroe}jwo

N~hlm Gjlhleo vke2 Ah` Khlo]sjeòlbhi]S8 5VH _@

] +== "6*>6 2763 6566

G +== "6*>6 2763 6568

sss,n~hlmgjlhleo,eai

ag lmo~)vo~ga~ijlc n~hlmu


8/8

N~hlm Gjlhleo vke2 Ah` Khlo]sje`olbhi]S8 5VH _@

] +== "6*>6 2763 6566G +== "6*>6 2763 6568

sss,n~hlmgjlhleo,eai

Connecting Brand Value, 'Brand Equity' and Brand Economics

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Transcript of Connecting Brand Value, 'Brand Equity' and Brand Economics