Creating own Brand Equity Versus Customer Loyalty in a Commercial Enterprise

Information
Title: Creating own Brand Equity Versus Customer Loyalty in a Commercial Enterprise
Issue: Vol. 3, No 1, 2010
Published date: 20-05-2010 (print) / 20-05-2010 (online)
Journal: Journal of International Studies
ISSN: 2071-8330, eISSN: 2306-3483
Authors: Agnieszka Witkowska
Keywords: manufacturer brands, private label brands, brand value, brand equity, LTV index.
DOI: 10.14254/2071-8330.2010/3-1/12
DOAJ: https://doaj.org/article/22467f29cef642b58bfce2da0c6dcd1c
Language: English
Pages: 109-115 (7)
JEL classification: M30, M11
Website: https://www.jois.eu/?96,en_creating-own-brand-equity-versus-customer-loyalty-in-a-commercial-enterprise
File https://www.jois.eu/files/WitkowskaV3N1.pdf
Abstract

A dynamic global market aims at creating brands (including own brands) on geographically and structurally new markets, which considerably influences the perception and improvement of their image. The degree of trademark recognition within a given line of business is the key factor in brand management planning. Owing to new technologies and reduction in manufacturing costs, producers have access to additional productive capacity, which is used by external entities (including commercial enterprises) to create their own brands with their own image and identity, which often differs from the concept and strategy of the manufacturer brand.