23. Understanding Brand Names in Concepts

  1. Howard R. Moskowitz Ph.D. President1,
  2. Sebastiano Porretta Ph.D.2 and
  3. Matthias Silcher M.A.3

Published Online: 28 JAN 2008

DOI: 10.1002/9780470290132.ch23

Concept Research in Food Product Design and Development

Concept Research in Food Product Design and Development

How to Cite

Moskowitz, H. R., Porretta, S. and Silcher, M. (2005) Understanding Brand Names in Concepts, in Concept Research in Food Product Design and Development, Blackwell Publishing, Oxford, UK. doi: 10.1002/9780470290132.ch23

Author Information

  1. 1

    Moskowitz Jacobs Inc., White Plains, New York, USA

  2. 2

    Experimental Station for the Food Preservation Industry Parma, Italy

  3. 3

    Moskowitz Jacobs Inc.

Publication History

  1. Published Online: 28 JAN 2008
  2. Published Print: 10 FEB 2005

ISBN Information

Print ISBN: 9780813824246

Online ISBN: 9780470290132

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Keywords:

  • organization structures;
  • brand management;
  • brand images;
  • brand equity;
  • brand loyalty

Summary

This chapter contains sections titled:

  • Introduction: About brands

  • Brand Equity

  • The Decline of Brand Loyalty

  • The Role of Conjoint Measurement to Understand Aspects of the Brand

  • Measuring the Performance of a Brand as an End Use

  • Measuring the Performance of a Brand as an Element

  • European Brand Values: The Eurocrave! Database

  • The Effect of Brand in General

  • A Tour Through Some Foods in Europe

  • Brand Value Within the Context of “Good for You” Foods: The Healthy You!Database

  • Learning from an In-depth Analysis of Specific Brand Names

  • Overview