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ADJUSTMENT OF CORPORATE DECISION-MAKING STRATEGIES WITH CONSIDERATION AND APPLICATION OF BRAND EQUITY
ADJUSTMENT OF CORPORATE DECISION-MAKING STRATEGIES WITH CONSIDERATION AND APPLICATION OF BRAND EQUITY
Yang, Hung-Chun
Chang Jung Christian University, Taiwan
Yaw-Yih Wang★
Central Taiwan University of Science and Technology, Taiwan
★Corresponding Author: This email address is being protected from spambots. You need JavaScript enabled to view it.
Shu-Min Tsai
Central Taiwan University of Science and Technology, Taiwan
Yuan-Duen Lee
Chang Jung Christian University, Taiwan
Abstract
This paper aims to explore the concept of brand equity; whose intangible value can favor business by generating less spending on promotion as well as molding organizational image. The observed targets in studies derive from diversified industries, and those papers display diverse perspectives to brand equity dispersing from service, word-of-mouth (WOM), posts on social media, to communication; which identifies the key position and demonstrations of brand equity to different industries. The evaluation of advantages, profits, positive meanings, and corresponding strategies are scattered among those articles by tables, fig., and even statistical data; which manifests the linkage of market value as well as different strategies applied. Success cannot be duplicated but only the pattern, and brand equity is the best paradigm.
Key Words: brand equity, decision-making, WOM
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