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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.
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 ...
Aaker received his SB in Management from the MIT Sloan School of Management and then his MA in Statistics and PhD in Business Administration at Stanford University.. He is the E.T. Grether Professor Emeritus of Marketing Strategy at the Haas School of Business [4] and the currently the vice chairman of Prophet, a global brand and marketing consultancy firm, and an advisor to Dentsu, a Japanese ...
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A consumer-brand relationship, also known as a brand relationship, is the relationship that consumers think, feel, and have with a product or company brand. [1] For more than half a century, scholarship has been generated to help managers and stakeholders understand how to drive favorable brand attitudes, brand loyalty, repeat purchases, customer lifetime value, customer advocacy, and ...
Some studies show that negative impact may dilute brand image and equity. [7] [8] In spite of the positive impact of brand extension, negative association and wrong communication strategy do harm to the parent brand even brand family. [9] A brand's "extendibility" depends on how strong consumer's associations are to the brand's values and goals.
The Internet is a powerful branding tool for many businesses as it offers numerous ways to promote a business. [5] Interactivity as one of the natures of the Internet helps companies communicate the brand messages instantly and talk to consumers directly, generating exclusive and individual interactions with them. [6]