Las marcas durmientes, el aprovechamiento del valor residual y la dilución de marcauna aplicación a los hipermercados Continente (grupo Carrefour)
- Julio Cerviño 1
- Joaquín Sánchez Herrera 2
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1
Universidad Carlos III de Madrid
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2
Universidad Complutense de Madrid
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- Vázquez Casielles, Rodolfo (coord.)
- Juan A. Trespalacios Gutiérrez (coord.)
- Eduardo Estrada Alonso (coord.)
- 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
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.