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The Importance Of Customer Based Strategic Brand Equity Management For Enterprises

Year 2010, Volume: 6 Issue: 2, 117 - 132, 01.07.2010

Mustafa Karadeniz

Abstract

Keywords

-

References

  • REFERENCES
  • Kerin R. A., Hartley S. W., Berkowitz E. N. & Rudelius W.(2006) ‘Marketing’, McGraw-Hill/Irwin, New York, p.299-301.
  • Keller K.L., (2003) ‘Strategic Brand Management’, Prentice Hall, New Jersey, p.175.
  • Armstrong G. & Kotler P.(2005) ‘Marketing: An Introduction’ Prentice Hall, New Jersey, p. 241.
  • Aaker D.A. (1996) ‘Building Strong Brands’, The Free Press, New York, p.7-8.
  • Keller K.L., (1993) ‘Conceptualizing, Measuring, and Managing Customer-Based Brand Equity’, Journal of Marketing Vol.57 (1) p.8-9.
  • Jones R. (2005), ‘Finding Sources of Brand Value: Developing a Stake Holder Model of Brand Equity’, Journal of Brand Management Vol.13 (1) p.13.
  • Raggio R. D. & Leone R.P. (2007), ‘The Theoretical Seperation of Brand Equity and Brand Vakue: Managerial Implications for Strategic Planning’, Journal of Brand Management Vol.14 (5) p.387-388.
  • Raggio R. D. & Leone R.P. (2009), ‘Drivers of Brand Value, Estimation of Brand Value in Practice and Use of Brand Valuation: Introduction to The Special Issue’, Journal of Brand Management Vol.14 (5) p.2.
  • Arvidsson A. (2006), ‘Brand Value’, Journal of Brand Management Vol.14 (5) p.189.
  • Na K. J., Holland R., Shackleton J. &Hwang Y. Y.(2008), ‘The Effect of Evaluation Criteria on Design Attributes and Brand Equity in the Product Evaluation Process’, Journal of Brand Management Vol.16 (3) p.197.
  • Aaker (1996) op.cit., p.321.
  • http://www.capital.com.tr/haber.aspx?HBR_KOD=5437 (04.03.2010)

The Importance Of Customer Based Strategic Brand Equity Management For Enterprises

Year 2010, Volume: 6 Issue: 2, 117 - 132, 01.07.2010

Mustafa Karadeniz

Abstract

artırmaya geliştiremeyen işletmeler ise pazarda yok olma riskiyle karşı karşıya kalabilmektedirler. Unutulmamalıdırki, küresel rekabet şartlarında modern pazarlama anlayışının en önemli hususlarından birisi güçlü bir marka özsermayesi yaratmaktır. Bu makalede, stratejik marka özsermayesinin ne anlama geldiği, işletmeler için neden önemli olduğu ve marka özsermayesinin yönetimi konusunda bir çalışma yapılarak konu ile ilgili kavramlar açıklanmaya çalışılmıştır

Keywords

Marka Marka Özsermayesi Marka Değeri

References

  • REFERENCES
  • Kerin R. A., Hartley S. W., Berkowitz E. N. & Rudelius W.(2006) ‘Marketing’, McGraw-Hill/Irwin, New York, p.299-301.
  • Keller K.L., (2003) ‘Strategic Brand Management’, Prentice Hall, New Jersey, p.175.
  • Armstrong G. & Kotler P.(2005) ‘Marketing: An Introduction’ Prentice Hall, New Jersey, p. 241.
  • Aaker D.A. (1996) ‘Building Strong Brands’, The Free Press, New York, p.7-8.
  • Keller K.L., (1993) ‘Conceptualizing, Measuring, and Managing Customer-Based Brand Equity’, Journal of Marketing Vol.57 (1) p.8-9.
  • Jones R. (2005), ‘Finding Sources of Brand Value: Developing a Stake Holder Model of Brand Equity’, Journal of Brand Management Vol.13 (1) p.13.
  • Raggio R. D. & Leone R.P. (2007), ‘The Theoretical Seperation of Brand Equity and Brand Vakue: Managerial Implications for Strategic Planning’, Journal of Brand Management Vol.14 (5) p.387-388.
  • Raggio R. D. & Leone R.P. (2009), ‘Drivers of Brand Value, Estimation of Brand Value in Practice and Use of Brand Valuation: Introduction to The Special Issue’, Journal of Brand Management Vol.14 (5) p.2.
  • Arvidsson A. (2006), ‘Brand Value’, Journal of Brand Management Vol.14 (5) p.189.
  • Na K. J., Holland R., Shackleton J. &Hwang Y. Y.(2008), ‘The Effect of Evaluation Criteria on Design Attributes and Brand Equity in the Product Evaluation Process’, Journal of Brand Management Vol.16 (3) p.197.
  • Aaker (1996) op.cit., p.321.
  • http://www.capital.com.tr/haber.aspx?HBR_KOD=5437 (04.03.2010)
There are 13 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Mustafa Karadeniz This is me

Publication Date July 1, 2010
Published in Issue Year 2010 Volume: 6 Issue: 2

Cite

APA Karadeniz, M. . (2010). The Importance Of Customer Based Strategic Brand Equity Management For Enterprises. Journal of Naval Sciences and Engineering, 6(2), 117-132.