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Against Brand Equity

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Brand Equity is NOT increasingly important to today’s business MSc International Marketing Maria Shcheglakova ID# 2826693
Content of debate ,[object Object],[object Object],[object Object],[object Object],[object Object]
Definition of “brand equity” ,[object Object],[object Object],[object Object]
Focus of our discussion
Definition of “increasingly important” Source: Longman Dictionary (2002,p.663)
Definition of “today’s business” Source: Oxford Dictionary (2005)
 
[object Object],[object Object],[object Object],[object Object],[object Object]
Key argument
1. Brand equity is important to today’s business as well as it was important before. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Example 1.
[object Object],1. Brand equity is important to today’s business as well as it was important before. Source: Interbrand, Best global brands 2009.
[object Object],1. Brand equity is important to today’s business as well as it was important before. Source: Millward Brown, BranZ Top 100, 2009.
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Example 2. Source: Motameni, R.., Shahrokhi, M. (1998) Brand equity valuation: a global perspective
  2.Market shares are not important for every business. ,[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],Example 3.
3. Sustainability ,[object Object],[object Object]
3. Sustainability ,[object Object]
[object Object],Example 3. ,[object Object],[object Object]
[object Object],Example 3. Vivo Miles –reward system created by privately-owned company in 2009 to increase school and university attendance, to improve academic results, to improve the health of young people, to prepare students for like’s financial reality and it’s completely web-based.
  4.Business ethics. ,[object Object],[object Object],[object Object],[object Object],[object Object]
Example 4. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Conclusion
Brand Equity in NOT increasingly important to today’s business
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],References Academic Journals:
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],References
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],References
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],References
Any questions ?

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Against Brand Equity