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Aaker is the creator of the Aaker Model, a marketing model that views brand equity as a combination of brand awareness, brand loyalty, and brand associations. [11] The model outlines the necessity of developing a brand identity, which is a unique set of brand associations representing what the brand stands for and offers to customers an aspiring brand image.
Brand protection is the process and set of actions that a right holder undertakes to prevent third parties from using its intellectual property without permission, as this may cause loss of revenue and, usually more importantly, destroys brand equity, reputation and trust.
The new branding initiative is intended to readily communicate Alliance's value proposition of providing essential services to its healthcare partners, while delivering world-class care ...
It entails aligning a brand’s identity with specific societal causes and making public, often bold, statements that may polarize audiences [5]. Current problems facing society typically drive companies towards brand activism. [6] yet Sobande’s work explores whether these efforts prioritize social change or merely enhance brand equity.
Health insurance stocks jumped after Donald Trump won the presidential election on expectations for deregulation in the industry, but shares tumbled after the killing of UnitedHealthcare CEO Brian ...
Brand associations refers to a set of information nodes held in memory that form a network of associations and are linked to a key variable. For example, variables such as brand image, brand personality, brand attitude, brand preference are nodes within a network that describes the sources of brand-self congruity.
According to Dr. Relman, American health care system is a profit-driven industry and it has become a widely accepted theory these days. [10] Since the term was introduced 40 years ago, health care industry has developed into even a larger, greater and flourishing industry.
There are three key levels of branding: Corporate brand, umbrella brand, and family brand – Examples include Heinz and Virgin Group.These are consumer-facing brands used across all the firm's activities, and this name is how they are known to all their stakeholders – consumers, employees, shareholders, partners, suppliers and other parties.