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The concept of brand equity derivatives has received significant attention from both scholars and marketing practitioners, there have been two general motivations for studying brand equity. One is strategy-based motivation to improve marketing productivity. Given higher costs, greater competition, and flattening demand in many markets, firms seek to increase the efficiency of their marketing expenses. Equity derivatives are so called because they have no value of their own. They derive their value from the value of some other asset. It helps investors to hedge the risk of loss in their portfolios.
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