Las marcas durmientes, el aprovechamiento del valor residual y la dilución de marcauna aplicación a los hipermercados Continente (grupo Carrefour)

  1. Julio Cerviño 1
  2. Joaquín Sánchez Herrera 2
  1. 1 Universidad Carlos III de Madrid
    info

    Universidad Carlos III de Madrid

    Madrid, España

    ROR https://ror.org/03ths8210

  2. 2 Universidad Complutense de Madrid
    info

    Universidad Complutense de Madrid

    Madrid, España

    ROR 02p0gd045

Book:
Estrategias competitivas en canales de distribución comercial tradicional "versus" on-line
  1. Vázquez Casielles, Rodolfo (coord.)
  2. Juan A. Trespalacios Gutiérrez (coord.)
  3. Eduardo Estrada Alonso (coord.)
  4. Celina González Mieres (coord.)

Publisher: Cátedra Fundación Ramón Areces de Distribución Comercial ; Universidad de Oviedo

ISBN: 978-84-8367-357-7

Year of publication: 2011

Pages: 53-70

Type: Book chapter

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Abstract

Awareness is the key variable in the creation of brand equity. Dormant brands as those which are not longer in the market, but still maintain an important goodwill in terms of awareness and positive brand associations. The revival of a dormant brand brings with it not only instant name recognition but also an understood set of brand values. However, if the revival is undertaken by a third party, without agreement with the previous owner, there is a case of taking advantage of a residual goodwill at zero cost and a potential problem of brand dilution for the previous owner. This paper presents and analyzes a potential situation in the Spanish retailing sector.

Data source: Dialnet