The strategic choice of branding and brand equity Case study: LU Algeria
No Thumbnail Available
Date
2017-06
Journal Title
Journal ISSN
Volume Title
Publisher
Ecole des Hautes Etudes commerciales
Abstract
In a competitive market, branding became a top management priority companies
are developing strategies to create value and strengthen their brand equity in order to be one
step ahead of their rivals; they realize that strong equity is directly linked to accelerated
revenue growth and improved returns to shareholders.
Branding creates an unbreakable long term relationship with the brand that forms in the minds
of the customers through their accumulated experience with that brand. These experiences
contribute to increased consumer trust and loyalty and result in building strong equity.
In this dissertation we attempt to study the strategic choice of branding and brand equity.
Description
Keywords
Branding, Brand equity, Brand Growth Barriers, Brand