The economics of brands and branding

B.J.J.A.M. Bronnenberg, Jean-pierre Dubé, Sridhar Moorthy

Research output: Chapter in Book/Report/Conference proceedingChapterScientificpeer-review

Abstract

Consumer goods industries tend to be dominated by a small number of nationally-branded goods. In many cases, brands are one of the few sources of differentiation between otherwise physically undifferentiated products. In this chapter we survey the literature on the role of consumer branding and brand preferences in driving consumer demand. We also discuss the incentives for firms to invest in and build brands on the supply side. Finally, we discuss the measurement of the economic value of brands as intangible assets.
Original languageEnglish
Title of host publicationHandbook of the Economics of Marketing
PublisherElsevier
Chapter6
Pages291-358
DOIs
Publication statusPublished - 2019

Publication series

NameHandbook of the Economics of Marketing, Volume 1
Volume1
ISSN (Print)24522619

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