A true measure of equivalence? Brand equity from the financial perspective

ANZMAC 2016

Document identifier: oai:DiVA.org:ltu-77379
Keyword: Social Sciences, Economics and Business, Business Administration, Samhällsvetenskap, Ekonomi och näringsliv, Företagsekonomi, Financial brand equity, Luxury wine, Robert Parker, Industrial Marketing, Industriell marknadsföring
Publication year: 2016
Relevant Sustainable Development Goals (SDGs):
SDG 2 Zero hunger
The SDG label(s) above have been assigned by OSDG.ai

Abstract:

Marketers have discussed brand equity extensively – both from the consumer behaviour and the financial perspective. In the financial instance, determining the price differential that a branded product is able to charge compared to an unbranded equivalent often suffers from not having a means to truly determine equivalence. Luxury wines have the benefit of an established measure of equivalency – the Parker score. This study looks at brand equity of Bordeaux classified growth wines considering château brands, growths and vintages to illustrate brand equity. An initial sample of 393 wines with Parker scores ranging from 72 to 100 is presented. A subset of wines, with perfect100-point Parker scores, is also reviewed focusing on the famous vintage of 2009. The results indicate that brand equity in the luxury wine market exists. An analysis of luxury wines supports the financial perspective on brand equity, especially when there is a viable means of determining equivalence.

Authors

Amanda Blair

Royal Institute of Technology
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Caitlin Ferreira

Luleå tekniska universitet; Industriell Ekonomi
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Elsamari Botha

University of Cape Town
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Kirk Plannger

King’s College London
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