Rethinking the Relationships between Marketing, Brand, and Multidimensional Targets as Complex Indicators: Towards a Business Ecology

Abstract

The main aim of that work is to describe some of the recent direction of evolution of the management categories related to the measuring of the performances of brand in terms of three main strategic variables as brand equity, customer equity and brand-customer loyalty. Infact, one of the most important factor able to transform the marketing scenario in the last 30 years has been the growing of intangibles deriving from the huge relevance of loyalty from customer to sustain the competitive advantage in the long run. The main problem has been so far to measure that intangibility of the firm and the connected performance in terms of the brand and customer loyalty. In that scenario is necessary to rethinking some management categories about the relations between targeting system of the firm and the specific relational context of the emergent sharing value user-provider. Measuring system s of performances needs to superior integration in one hand and , in the other, to pick up the specificity of the relational context user-provider to create sharing value in the long run. Furthermore is very important to describe and estimate better the interrelationship between promotion and advertising and the impact on customer loyalty towards more complex and multidimensional measures of "brand performances" that are the main conclusion of this introductory work.

Keywords: brand equity, customer strategy, marketing, intangibles

JEL Classification: M37, M31