Le nuove dimensioni delle politiche di Brand Equity. Dall'approccio settoriale all'approccio sistemico

The aim of this paper is to analyse the emerging threats in Brand Equity management strategies. In the first part a classification of the main literature contributions about marketing based brand management is presented. The paper then outlines the results of an empirical research conducted on a sample of branded firms operating in leading position in their own markets. The research focused on the importance of the marketing mix tools in creating/defending brand value and tend to verify the impact of changing market trends on the marketing investments structure. The empirical evidences suggest the opportunity to adopt a systemic approach rather than a sectorial approach to brand policies management.

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