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  2. David Aaker - Wikipedia

    en.wikipedia.org/wiki/David_Aaker

    Aaker is the author of more than 100 articles and 14 books on marketing and branding. [9] [13]1991. Managing Brand Equity, second edition 2009 ISBN 1439188386; 1996. Building Strong Brands ISBN 1471104389

  3. Brand extension - Wikipedia

    en.wikipedia.org/wiki/Brand_extension

    These failures of extension make consumers create a negative or new association relate to parent brand even brand family or to disturb and confuse the original brand identity and meaning. [ 28 ] In addition, Martinez and de Chernatony (2004) [ 29 ] classify the brand image in two types: the general brand image and the product brand image.

  4. Brand awareness - Wikipedia

    en.wikipedia.org/wiki/Brand_awareness

    Strong brand awareness can be a predictor of brand success. Brand awareness is strengthened by its brand-related associations such as the consumers’ evaluation of the brand and their perceived quality of the brand. [2] Consequently, brands focus on improving customer satisfaction and invest in advertising to increase consumers’ brand ...

  5. Jennifer Aaker - Wikipedia

    en.wikipedia.org/wiki/Jennifer_Aaker

    Aaker was born in Palo Alto, California to Kay Aaker [5] and David Aaker, a professor and brand consultant. [6] Aaker attended the University of California, Berkeley, where she studied under social psychologist Philip E. Tetlock and Nobel Prize winner Daniel Kahneman, receiving a Bachelor of Arts in Psychology in 1989. In 1990, Aaker began ...

  6. Brand management - Wikipedia

    en.wikipedia.org/wiki/Brand_management

    Brand orientation refers to "the degree to which the organization values brands and its practices are oriented towards building brand capabilities". [57] It is a deliberate approach to working with brands, both internally and externally.

  7. List of assets owned by the New York Times Company

    en.wikipedia.org/wiki/List_of_assets_owned_by...

    Thirteen dailies and one weekly newspaper primarily in the Southern United States, including titles in Alabama, California, Florida, Louisiana, North Carolina and South Carolina.

  8. Brand equity - Wikipedia

    en.wikipedia.org/wiki/Brand_equity

    Brand equity, in marketing, is the worth of a brand in and of itself – i.e., the social value of a well-known brand name.The owner of a well-known brand name can generate more revenue simply from brand recognition, as consumers perceive the products of well-known brands as better than those of lesser-known brands.

  9. Brand architecture - Wikipedia

    en.wikipedia.org/wiki/Brand_architecture

    One may regard the designing of a brand architecture as an integrated process of brand building through establishing brand relationships among branding options in the competitive environment. [2] The brand architecture of an organization at any time is, in large measure, a legacy of past management decisions as well as of the competitive ...