Computing and Library Services - delivering an inspiring information environment

Researching international “brand equity”: a case study

Wright, Len Tiu and Nancarrow, Clive (1999) Researching international “brand equity”: a case study. International Marketing Review, 16 (4/5). pp. 417-431. ISSN 0265-1335

Metadata only available from this repository.


Looks at the implications of building brand equity in a marketing rather than balance sheet sense. Uses the case example of Chivas Regal to illustrate how the global brand of a multinational organisation can be developed and whether a “global” advertising campaign can be built. Examines the role of marketing research in this process. In order to determine how a brand’s equity can be developed, the core and local values of a global brand as seen by consumers need to be clearly identified. However, running a global advertising campaign is expensive for the organisation. Pre-testing in international marketing research helps in reducing risks with the positive effects of obtaining feedback and informing those involved. The discussion in the paper covers the pre-testing of a global advertising campaign, in particular the appropriateness of qualitative and quantitative pre-testing methods and then the measures used for post-campaign assessment. The discussion also includes the appropriateness of single measures of brand equity.

Item Type: Article
Subjects: H Social Sciences > HF Commerce
Schools: Huddersfield Business School
Related URLs:
Depositing User: Sharon Beastall
Date Deposited: 12 Oct 2011 08:51
Last Modified: 28 Aug 2021 11:10


Downloads per month over past year

Repository Staff Only: item control page

View Item View Item

University of Huddersfield, Queensgate, Huddersfield, HD1 3DH Copyright and Disclaimer All rights reserved ©