الفهرس 
الإطار العام للدراسةيوجد فقط 14 صفحة متاحة للعرض العام
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المستخلص
Branding has emerged as a top management priority in the last
decade due to the growing realization that brands are one of the most
valuable intangible assets that firms have. Driven in part by this intense
industry interest, academic researchers have explored a number of
different brand-related topics in recent years, generating scores of papers,
articles, research reports, and books. This paper identifies some of the
influential work in the branding area, highlighting what has been learned
from an academic perspective on important topics such as brand
positioning, brand integration, brand-equity measurement, brand growth,
and brand management. The paper also outlines some gaps that exist in
the research of branding and brand equity and formulates a series of
related research questions. Choice modeling implications of the branding
concept and the challenges of incorporating main and interaction effects
of branding as well as the impact of competition are discussed.
Escalating competition in a globalized economy has influenced the
identification of the drivers of sustainable competitive advantage
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(Schwaiger, 2004). The extensive search for these drivers has
encompassed tangible resources, but also a large interest has been placed
on the direct significance intangible resources have towards sustainable
competitive advantage.
Brand image of an organization is an important tool that holds the
potential to portray and expose the organization in a competitive manner.
Today, it is vital that the image of an organization is given high priority
and the significant consideration is directed at how it is to portrayed
Srivastava and colleagues 1997 show that brand equity reduces
financial risk and is related to a lower cost capital and thus to higher
market capitalization, whereas Demers and Leve 2000 show that website
characteristics measured by Nielsen/Netratings, such as loyalty, were
correlated with the share price in both 1999 and 2000. Brand reputation
(Equity) has been shown to be a durable asset that can help reduce the
risk of future cash flows for its owners.
Based on the available information about a brand, as well as many
other considerations, the financial marketplace formulates opinions amd
makes various assessments that have direct financial implications for the
brand value. Three particularly important indicators are the stock price,
the price/earning multiple, and ultimately overall market capitalization for
the firm. Other measures such as economic value added are also useful.
These may be fairly insentive indicators, however, for a brand that
accounts for only a small portion of the value to a firm.
Marketers create value first through shrewd investments in their
marketing programs and by maximizing, as much as possible, the
program quality, marketplace conditions and investor sentiment
multipliers that translate those initial expenditures into the bottom-line
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financial benefits the brand value chain thus provides a structured means
for managers to understand where and how value is created and suggests
where to look to improve that process. Certain stages, however, will be of
greater interest to different members of the organization.
Brand and category marketing managers are likely to be more
interested in the customer mindset and the impact of the
marketing programs on customers.
Chief marketing officers are likely to be more interested in brand
performance and the impact of customer mindset on actual
marketplace behaviors.
A managing director, CEO, or CFO is likely to be more interested in
shareholder value and the impact of brand performance on
investment decisions and market capitalization.
The brand value chain provides a detailed road map for tracking
value creation that should facilitate marketing research and intelligence
efforts to inform each of these three different constituents. As difined,
each of the stages and the multipliers has a set of assessments measures,
although customer mindset measures by far are the most commonly
available in the marketing function. In general, there are three main
sources of information for understanding the brand value chain, and each
source of information taps into one value stage and one multiplier. The
first stage, the marketing program investment, is straight forward and can
come from the marketing plan and budget. Customer mindset and the
program quality multiplier can both be assessed by customer surveys.
Brand performance and the marketplace conditions multiplier can both be
captured through market scans (e.g., via IRI and Nelsen scanner data) and
internal accounting records. Finally, shareholder value and the investor
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sentiment multiplier can be estimated through stock price and PIE ratios,
investor analysis and interviews with analysts.
It is well known that investor or shareholder value is created by
expectations of future cash flows. These cash flows are transformed into a
present value by using a discount factor that reflects the risk or volatility
around these expectations. Therefore, we argue that marketing
performance models should ultimately relate to the creation of these cash
flows. This puts a special condition on the models, i.e. the output variable
should be intrinsically linked to financial behavior at the firm level (D.M.
Hanssens and M.G. Dekimpe; 2008).
Problem:
- The research problem can be expressed through the following
question:
- Does the brand image as an intangible asset affects stock
marketability regarding the firm’s market –performance?
- This question includes three sub‐questions:
- Does brand image affects stock marketability?
- Does brand image affects market performance?
- Does the firm’s market performance affect the relation between
brand image and stock marketability?
Objective:
The research aims at the following: - Examining the relationship between brand image and stock
marketability.
- Examining the relationship between brand image and the firm’s
market performance.
- Examining the impact of the firm’s market performance on the
relation between brand image and stock marketability.
Hypothesis:
The first hypothesis: there is no significant relationship between brand
image and stock marketability.
The second hypothesis: there is no significant relationship between
brand image and the firm’s market performance.
The third hypothesis: there is no significant relationship between market
performance and stock marketability.
The fourth hypothesis: there is no significant impact of the firm’s
market performance on the relationship between
brand image and stock marketability.
The fifth hypothesis: there is no significant difference among the
demographic characteristics on the stock
marketability
Result:
The result of the civil study proves that there is a relation between brand
image and stock marketability that means the results refuse:
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The first hypothesis: there is no significant relationship between brand
image and stock marketability; according to the statistical
analysis the study refuses the first hypothesis and assures the
relation.
The second hypothesis: there is no significant relationship between
brand image and the firm’s market performance.and assures
the relationship between them.
The third hypothesis: there is no significant impact of the firm’s market
performance and stock marketability. Also was refused.
The fourth hypothesis: there is no significant impact of the firm’s
market performance on the relationship between brand image
and stock marketability was refused and we accept the
alternative hypothesis to assure the impact of the firm’s
performance on the relation between brand image and stock
marketability.
The fifth hypothesis: here is no significant difference among the
demographic characteristics on the stock marketability
There is a significant difference among male and female according to
their goals from investment
There is no significant difference between respondants of different
educational stages in their response for stock marketability
Respondants of different ages have different responses in their goals from
investment
Experience doesn’t have a significant role in affecting stock marketability
So the null hypothises was accepted.
Recommendations:
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Companies have to build distinctive brands superior to others of the
same sector in the market and it has to start its first steps to identify
the factors that can be used to strengthen its position and these
factors include vision and leadership in the development of guidance
for decision‐making, the company’s strategy and its culture and her
place of work must be compatible with this vision, then it becomes
important to let the stakeholders from outside the company know
that these things have been completed, and the important element in
the delivery of this message is what the company offers including
products or services or publicity associated with these offers, and this
plan starts mainly from within the institution and didn’t move to the
outside exept after a strong foundation to take root inside.