نویسندگان
1 دانشیار دانشگاه امام حسین (ع)
2 دانشجوی دکترای مدیریت بازاریابی، دانشکده مدیریت، دانشگاه تهران، ایران
3 دانشجوی کارشناس ارشدMBA ، دانشکده مدیریت، دانشگاه تهران، ایران
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
Brand plays an important role in contacting customers. Even from the customer’s viewpoint, it is a symbol of product quality. Measuring the brand equity in order to determine the brand position is of remarkable significance for companies, in particular Iranian ones. The purpose of this article is to investigate the parameters that influence Brand Equity and provide a Mathematical model for measuring it. In measuring brand equity using these parameters, it is highly essential that measurements be sensitive to environmental conditions. What’s more, such measurements should not be limited to a specific market or product. Previously existing models focused solely on one parameter. In this article, the primary focus was on basic parameters of brand equity. Finally, by providing a balance sheet and a numerical formula, a Mathematical Equation, which has been put into practice in a company, for measuring brand equity is offered.
کلیدواژهها [English]
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