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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 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.
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 ...
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 ...
David Novak is the cofounder and former CEO and chairman of Yum Brands.He’s also the author of his latest book How Leaders Learn: Master the Habits of the World's Most Successful People and host ...
Unlike brand recognition, brand recall (also known as unaided brand recall or spontaneous brand recall) is the ability of the customer retrieving the brand correctly from memory. [11] Rather than being given a choice of multiple brands to satisfy a need, consumers are faced with a need first, and then must recall a brand from their memory to ...
The Year Without a Santa Claus, a Christmas special from Jules Bass and Arthur Rankin, Jr., turns 50 this December. The beloved special was adapted from the book of the same name by Phyllis ...
The debut 12-team College Football Playoff field is set, but not without a late dose of controversy. SMU earned an at-large bid ahead of Alabama after losing 34-31 to Clemson in the ACC ...