Faculty of Commerce, Law and Management
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Item Brand equity: A review and application of different brand valuation approaches in South Africa(2014-02-17) Reyneke, JohanThe value of a brand can be difficult to measure since it is an intangible asset and it is only since the early 1980s that brand valuation has gained importance in terms of inclusion in business valuation (Kapferer, 1997). As brand valuation has become more acceptable Wyner (2001) has raised some concerns regarding the use of the correct model for the correct purpose during calculations. With twenty-two brand valuation approaches highlighted by Abratt and Bick (2003) it can be difficult for marketers to know which approach is suitable for their specific objective. This study reviewed different methods of measuring brand equity in an organisation in a South African context and evaluated the suitability of various brand equity valuation approaches to specific brand valuation objectives. Data was collected using the financial statements for the case site and by conducting semi-structured interviews to, in part, explore brand valuation objectives and brand valuation approach selection. This study confirmed the role of the brand as a resource that can provide a firm with a sustained competitive advantage. It was found that the brand is a valuable asset to firms and brand equity a measure of the value added by the brand. The study found that different brand valuation objectives influence the selection of a brand valuation approach. This study provides a guide in terms of available brand valuation approaches categorised by broad brand valuation objectives and provides a process for South African firms to follow when attempting brand valuation.Item The relative importance of Customer Equity and Brand Equity in selected South African Industries(2012-10-08) Jardim, ClaudiaAt the forefront of the marketing battlefield, Customer Equity and Brand Equity have been identified as important drivers of shareholder value. Fulfilling this role, Brand Equity is viewed as the inherent value of the brand and Customer Equity is the sum of the discounted lifetime value of individual customers. Given the increasing call for accountability of the marketing function for the measurement and management of these intangible marketing assets, it is relevant to consider the market shift from a goods centred approach towards services. Hence the dilemma facing organisations today is where to invest the next marketing Rand, in the brand or the customer? The specific area of focus of this research pertains to the debate of investing in Brand Equity, Customer Equity, or both. The relative marketing management focus of differing industries has been used as the cornerstone for this study. Additionally the research extends to ascertain potential determining factors for the relative focus. The study also establishes whether the respective significance ascribed by certain industries is consistent with the knowledge contained in current literature. Data was collected from 123 respondents through personal interviews, both telephonic and face to face, with the majority being conducted face to face. Additionally 5% of responses were completed electronically. The data was analysed using Principal Components Analysis to determine the areas of managerial focus where the validity of the results was confirmed through a Structural Equation Modelling Path. The arithmetic mean of the marketing budget split has been used to determine the focus on Brand Equity and Customer Equity. Descriptive statistics were used to establish the determining factors of the relative focus. The key findings were that marketers do split their focus between Brand Equity and Customer Equity, but a third dimension was found, namely Customer Acquisition as a marketing focus. A model for marketing management was developed based on the findings from the Principal Components Analysis. Recommendations to the various industries are offered for use of the model derived in this research. The purpose therefore is to provide value in terms of resource allocation in terms of marketing spend, hence enhancing accountability of the marketing function within the organisation.Item Brand Equity in the Mauritian Internet Service Provider Industry(2011-10-07) Jean-Louis, SandraBrands have been considered as an asset and a source of sustainable competitive advantage by marketing authors. A company that can leverage on a strong brand can maintain and gain market share and resist pressures on price. Competitive advantages resulting from building a strong brand have more often been discussed for products branding than for services branding. The aim of this research was to determine the existence of brand equity in the service sector through a focus on the Internet access industry in Mauritius. Using the conjoint analysis technique, this research investigated the relative importance of the brand as compared to other service attributes on customer choice. The research also aimed at identifying the various antecedents of brand equity in the Internet Service Provider industry in Mauritius – brand awareness, brand loyalty and perceived quality. The findings substantiated the claim that the brand is a major determinant of customer choice. The brand came out as the second most important attribute considered by respondents. Brand equity was found to exist in the Mauritian Internet access industry and a price premium can be applied by market leader brands. The quality of service is a major concern for customers in the Internet access market. Service quality is the first determinant of customer choice. Furthermore perceived quality was found to be a major source of brand equity.