Does brand equity play a role on doctors prescribing behavior in emerging markets?

2018 ◽  
Vol 13 (sup1) ◽  
pp. 1-11 ◽  
Author(s):  
R. K. Srivastava ◽  
Jitendra Bodkhe
Keyword(s):  
Emerging Markets ◽  
Brand Equity ◽  
Prescribing Behavior

Customer-Based Corporate Brand Equity (CBCBE) In Business-to-Business Firms

2014 ◽  
pp. 73-90
Author(s):  
Prashant Mishra ◽  
Soumya Sarkar
Keyword(s):  
Emerging Markets ◽  
Market Orientation ◽  
Brand Equity ◽  
Strategic Marketing ◽  
Dyadic Analysis ◽  
Brand Performance ◽  
Corporate Brand ◽  
Corporate Brands ◽  
The Relationship ◽  
Business To Business

Performance of corporate brands is turning out to be a very significant metric in gauging the degree of firm performance. In a B2B setting, corporate brands are of larger importance and greater relevance. From a strategic marketing perspective, this chapter looks at market orientation as a crucial antecedent to corporate brand performance, which is measured through a new construct: Customer-Based Corporate Brand Equity (CBCBE). In the backdrop of Indian B2B firms, a dyadic analysis is performed to eke out the relationship in order to fill the spaces glaring in this domain of marketing literature. The presence of innovativeness as a strategic marketing mediator positively influences this association between market orientation and corporate brand performance focusing on the individualities of emerging markets.

Brand equity, risk and return in Latin America

2018 ◽  
Vol 27 (5) ◽  
pp. 557-572 ◽  
Author(s):  
Marta Olivia Rovedder de Oliveira ◽  
Aline Armanini Stefanan ◽  
Mauri Leodir Lobler
Keyword(s):  
Latin America ◽  
Stock Market ◽  
Emerging Markets ◽  
Latin American ◽  
Brand Equity ◽  
Factor Model ◽  
Total Sample ◽  
Emerging Countries ◽  
Content Type ◽  
Stock Market Performance

Purpose This study aims to compare the performance of stocks of companies with high brand equity with the stocks of other companies listed on the stock market of emerging countries of Latin America: Brazil, Chile, Colombia, Mexico and Peru. Design/methodology/approach The valuable brands (brands with high brand equity) considered were the most valuable Latin America brands according to the Millward Brown reports. Carhart four-factor model was used to analyze performance and the total sample included 732 stocks in the Latin American market collected at Economatica, monthly, for a period of 10 years. Findings The Valuable Brands Portfolio presents the lowest investment risk, suggesting that stocks of companies with valuable brands ensure lower risk investment to shareholders in these emerging markets. Originality/value This study is the first to associate brand equity with the creation of shareholder value in the context of emerging Latin American countries. In addition, the proposed method has also not been used previously to study emerging countries. The association found between a marketing asset (brand equity) and stock market performance contributes to improve the relationship between marketing and finance areas. The results of this study in emerging markets corroborate previous studies in developed markets, strongly suggesting the confirmation of the effect of brand equity on the reduction of risk stock.

The Role of Brand Management in Emerging Markets

2014 ◽  
pp. 167-184 ◽  
Author(s):  
Kijpokin Kasemsap
Keyword(s):  
Emerging Markets ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Corporate Branding ◽  
Management System ◽  
Brand Management ◽  
Brand Awareness ◽  
Brand Performance ◽  
Brand Association ◽  
Brand Quality

This chapter introduces the role of brand management in emerging markets, thus explaining the concepts of brand management system, corporate branding, brand performance, brand equity, brand awareness, perceived brand quality, brand association, and brand loyalty; the importance of brand strategy in emerging markets; and brand relationships toward effective brand management. Firms in emerging markets should take consideration of their brand management system, corporate branding, brand performance, brand equity, brand awareness, perceived brand quality, brand association, and brand loyalty in order to effectively achieve business success in emerging markets based on the conditions of their organizational structure, environment, and marketing contexts. Developing a good brand relationship is essential for brand management in emerging markets. Firms in emerging markets should recognize the importance of brand constructs (i.e., brand management system, corporate branding, brand performance, brand equity, brand awareness, perceived brand quality, brand association, and brand loyalty) and need to put more marketing efforts in building brand management system in order to enhance the marketing performance and achieve business goals in the global marketing environment.

The Role of Brand Management in Emerging Markets

2015 ◽  
pp. 2006-2023 ◽  
Author(s):  
Kijpokin Kasemsap
Keyword(s):  
Emerging Markets ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Corporate Branding ◽  
Management System ◽  
Brand Management ◽  
Brand Awareness ◽  
Brand Performance ◽  
Brand Association ◽  
Brand Quality

This chapter introduces the role of brand management in emerging markets, thus explaining the concepts of brand management system, corporate branding, brand performance, brand equity, brand awareness, perceived brand quality, brand association, and brand loyalty; the importance of brand strategy in emerging markets; and brand relationships toward effective brand management. Firms in emerging markets should take consideration of their brand management system, corporate branding, brand performance, brand equity, brand awareness, perceived brand quality, brand association, and brand loyalty in order to effectively achieve business success in emerging markets based on the conditions of their organizational structure, environment, and marketing contexts. Developing a good brand relationship is essential for brand management in emerging markets. Firms in emerging markets should recognize the importance of brand constructs (i.e., brand management system, corporate branding, brand performance, brand equity, brand awareness, perceived brand quality, brand association, and brand loyalty) and need to put more marketing efforts in building brand management system in order to enhance the marketing performance and achieve business goals in the global marketing environment.

Customer-Based Corporate Brand Equity (CBCBE) in Business-to-Business Firms

2015 ◽  
pp. 1729-1746
Author(s):  
Prashant Mishra ◽  
Soumya Sarkar
Keyword(s):  
Emerging Markets ◽  
Market Orientation ◽  
Brand Equity ◽  
Strategic Marketing ◽  
Dyadic Analysis ◽  
Brand Performance ◽  
Corporate Brand ◽  
Corporate Brands ◽  
The Relationship ◽  
Business To Business

Performance of corporate brands is turning out to be a very significant metric in gauging the degree of firm performance. In a B2B setting, corporate brands are of larger importance and greater relevance. From a strategic marketing perspective, this chapter looks at market orientation as a crucial antecedent to corporate brand performance, which is measured through a new construct: Customer-Based Corporate Brand Equity (CBCBE). In the backdrop of Indian B2B firms, a dyadic analysis is performed to eke out the relationship in order to fill the spaces glaring in this domain of marketing literature. The presence of innovativeness as a strategic marketing mediator positively influences this association between market orientation and corporate brand performance focusing on the individualities of emerging markets.

Merger, acquisition – right move or emotional move for growth – case study of sun pharmaceutical

2018 ◽  
Vol 12 (3) ◽  
pp. 270-287
Author(s):  
Rajesh Kumar Srivastava
Keyword(s):  
Emerging Markets ◽  
Brand Equity ◽  
Risk Taking ◽  
Financial Analysis ◽  
Merger And Acquisition ◽  
Capital Adequacy ◽  
Content Type ◽  
Financial Decisions ◽  
Managerial Implications ◽  
Long Term Impact

Purpose The purpose of this paper is to analyze the merger and acquisition (M&A) strategy focusing on Indian company’s approaches and to understand steps of the process adopted by them. It focuses on the rationality of M&A and its impact on the profitability. This paper also discusses whether financial transaction in terms of value is right or done because of eagerness to expand by calculating the financial value of brand equity independently. Design/methodology/approach The operating performance, capital adequacy and solvency measures were compared to three-years pre- and post-merger from the financial statements of the organizations through financial valuation of brands. Inter-brand and RKS model are used to calculate the brand value. The perception study on M&A is also conducted by interviewing stakeholders. This paper provides a theoretical and practical basis to decide on whether M&A. The present paper has taken recent mega M&A of Ranbaxy Lab by Sun pharmaceuticals for the analysis. Findings The results of the paper showed that Return on investment did not indicate significant improvement, but on average, it can be concluded that overall performance of the acquirer improves as a result of M&A activity as per the study. The decisions on M&A are more emotional than rational. The present paper reveals that M&A of pharmaceutical company was riskier because of emotional decisions. Research has proposed “Merger, acquisition Theory (RERC MA theory) based on rational, emotion, risk taking ability culture” to understand the M&A. Research limitations/implications This paper is more focused on emerging markets which is more active with better gross domestic product (GDP) growth. It is more on analysis of financial decisions and has not taken customer equity, employee morale and engagement. A further study is suggested in the same areas. Managerial Implications: This paper will enable the managers to withstand the emotional influence and will help them to be more professional approach which will benefit the organization and stakeholder better. Mangers should look for long-term impact than short-term impact the present paper will also help them to understand on how financial calculations will help them to take more rational decisions. Originality/value Although the topic is not very new, a lot of literature is available on M&A, but the pharmaceutical sector is comparatively new for such kind of studies. Specifically, the selection of respondents and brand valuation mechanism has got practical implications. Earlier papers on M&A paper are more focused on customers’ equity, but a financial analysis of M&A is done in the present paper will help to evaluate merger and acquisition process more analytically. Financial calculation for evaluating M&A is the highlight of this research paper. Study of M&A from emerging markets will help to increase the knowledge as such papers are few. Research uses two important financial tools to measure financial brand equity and tries to justify the need for more rational rather than emotional approach. Research has proposed “Merger, acquisition Theory (RERC MA theory) based on rational, emotion, risk taking ability culture” to understand the M&A.

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