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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
Brand extension research mainly focuses on consumer evaluation of extension and attitude toward the parent brand. In their 1990 model, Aaker and Keller provide a sufficient depth and breadth proposition to examine consumer behaviour and a conceptual framework. The authors use three dimensions to measure the fit of extension.
What’s more problematic than ever before is that companies today are increasingly valued based on their intangible assets, including brand, trademarks, and intellectual property, which isn’t ...
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 awareness is the extent to which customers are able to recall or recognize a brand under different conditions. [1] Brand awareness is one of two dimensions from brand knowledge, an associative network memory model. [2] It is a key consideration in consumer behavior, advertising management, and brand management. The consumer's ability to ...
business case research, but it is intended to provide readers, including D&I practitioners, diversity initiative sponsors, and ERG leaders, with recent data to use in their efforts to build an organizational business case for diversity and inclusion. The studies are generally from
Visual brand language is the intentional use of design elements- such as shape, colour, materials, finish, typography and composition- to subliminally communicate a company's values and personality through imagery and design style. It is intended to create a first impression of the brand for the consumer.
Last week, the Free Press reported that GM cut 1,000 jobs globally, mostly salaried but some hourly, as a "normal course of business" to gain operating efficiency. GM will stop using its Yuma ...