The Economics of Brands and Branding

90 Pages Posted: 12 Dec 2018

See all articles by Bart J. Bronnenberg

Bart J. Bronnenberg

Tilburg University, CentER

Jean-Pierre Dubé

University of Chicago - Booth School of Business; National Bureau of Economic Research (NBER)

Sridhar Moorthy

University of Toronto - Rotman School of Management

Date Written: November 20, 2018

Abstract

Consumer goods industries tend to be dominated by a small number of nationally-branded goods. In many cases, brands are one of the only 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.

Keywords: brand, branding, preferences, consumer, marketing

JEL Classification: D11, D12, L66, M3

Suggested Citation

Bronnenberg, Bart J. and Dube, Jean-Pierre H. and Moorthy, Sridhar, The Economics of Brands and Branding (November 20, 2018). Available at SSRN: https://ssrn.com/abstract=3244180 or http://dx.doi.org/10.2139/ssrn.3244180

Bart J. Bronnenberg

Tilburg University, CentER ( email )

Warandelaan 2
Tilburg, 5037 AB
Netherlands
+31 13 466 8939 (Phone)
+31 13 466 8354 (Fax)

Jean-Pierre H. Dube (Contact Author)

University of Chicago - Booth School of Business ( email )

5807 South Woodlawn Avenue
Chicago, IL 60637
United States

HOME PAGE: http://gsb.uchicago.edu/fac/jean-pierre.dube

National Bureau of Economic Research (NBER) ( email )

1050 Massachusetts Avenue
Cambridge, MA 02138
United States

Sridhar Moorthy

University of Toronto - Rotman School of Management ( email )

105 St. George Street
Toronto, Ontario M5S 3E6 M5S1S4
Canada

HOME PAGE: http://www.rotman.utoronto.ca/~moorthy

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