Assignment: Pricing and Brand Equity
Firms often look for ways to improve the return on investment in costly innovation strategies. Barone and Jewell (2013) investigated a previously unexplored benefit of innovation that occurs when a brand's reputation as a provider of valued new offerings allows it to earn innovation credit, a form of customer-based brand equity.
Complete the following:
Critically analyze the value of the innovation and branding approach suggested by Barone and Jewell. Be sure to provide your inputs on the pros and cons.
Compare the authors approach to the other approaches you are familiar with.
Assess how the Barone and Jewell approach could be applied to your own organization.
Discuss what might work and what is not applicable in their approach.
Support your positions with at least two peer-reviewed journal articles.