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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
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.
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 ...
Created Date: 8/30/2012 4:52:52 PM
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.
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.
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In 1960, Kaplan was recruited by Macmillan to provide new editorial leadership and he agreed to move to New York if Macmillan Publishing Company would buy Free Press, and thus Free Press was sold in 1960 for $1.3 million ($500,000 going to Kaplan and $800,000 going to Liebman).