How price promotion can be applied without damaging brand equity. Ding Ling Group 8. Outline. Introduction - Brand equity - Price promotion Problem Solution Implication Evaluation List of references. Brand equity Definition “Brand equity is a set of assets and
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How price promotion can be applied without damaging brand equity
- Brand equity
- Price promotion
“Brand equity is a set of assets and
liabilities linked to a brand's
name and symbol that adds to (or
subtracts from) the value provided
by a product or service to a firm.”
Source: Aaker, 1991; Aaker, 2012
Other brand’s private property
Source:Buil, I., de Chernatony, L. and Mart\'\inez, E. (2013). Examining the role of advertising and sales promotions in brand equity creation.
-- Definition (Yi and Yoo, 2011)
-- Different from price promotion
--Definition (Kotler, 2012)
paid form of non-personal presentation
promotion of ideas, goods and services
--customers may receive the high-quality perception
--enhance brand equity
--enterprises could spend large budget on free gifts and free samples etc.
--influence consumer behaviours in a large extent
--deepen the impression of products or services
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