TY - CHAP
T1 - The economics of brands and branding
AU - Bronnenberg, B.J.J.A.M.
AU - Dubé, Jean-pierre
AU - Moorthy, Sridhar
PY - 2019
Y1 - 2019
N2 - 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.
AB - 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.
U2 - 10.1016/bs.hem.2019.04.003
DO - 10.1016/bs.hem.2019.04.003
M3 - Chapter
T3 - Handbook of the Economics of Marketing, Volume 1
SP - 291
EP - 358
BT - Handbook of the Economics of Marketing
PB - Elsevier
ER -