Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Building brand equity: the genetic coding of Mediterranean brands

Building brand equity: the genetic coding of Mediterranean brands Purpose – The purpose of this paper is to stimulate reflection on the concept of Mediterranean brands, to map and qualify their specific genetic make up and their influence on brand equity. Design/methodology/approach – From an overview of the available literature and using the brand genetics model, conceptual dimensions inherent to the Mediterranean brand are identified, so as to evaluate their contribution in the building and transfer of brand value. Findings – This paper shows how the properties of Mediterranean elements are reconciled with branding models and more in general, with sustainable business. Originality/value – The paper highlights the generating drivers of value from a Mediterranean marketing perspective. Management has to govern these strategically in order to retain lasting competitive advantage. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png EuroMed Journal of Business Emerald Publishing

Building brand equity: the genetic coding of Mediterranean brands

Loading next page...
 
/lp/emerald-publishing/building-brand-equity-the-genetic-coding-of-mediterranean-brands-7JxX09l4y1
Publisher
Emerald Publishing
Copyright
Copyright © 2009 Emerald Group Publishing Limited. All rights reserved.
ISSN
1450-2194
DOI
10.1108/14502190910992675
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to stimulate reflection on the concept of Mediterranean brands, to map and qualify their specific genetic make up and their influence on brand equity. Design/methodology/approach – From an overview of the available literature and using the brand genetics model, conceptual dimensions inherent to the Mediterranean brand are identified, so as to evaluate their contribution in the building and transfer of brand value. Findings – This paper shows how the properties of Mediterranean elements are reconciled with branding models and more in general, with sustainable business. Originality/value – The paper highlights the generating drivers of value from a Mediterranean marketing perspective. Management has to govern these strategically in order to retain lasting competitive advantage.

Journal

EuroMed Journal of BusinessEmerald Publishing

Published: Sep 18, 2009

Keywords: Brands; Brand equity; Culture

There are no references for this article.