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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 ...
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.
Prophet is an integrated growth consulting firm that specializes in strategy, transformation, innovation, branding, marketing, and design. The firm is headquartered in San Francisco and has offices in the United States, Europe, and Asia. [1] The firm is best known for BP's Beyond Petroleum strategy and T-Mobile's "Un-carrier" positioning. [3]
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 ...
Although there are few works about the failure of extensions, literature provides sufficient in-depth research into this issue. Studies also suggest that brand extension is a risky strategy to increase sales or brand equity. It should consider the damage of parent brand no matter what types of extension are used. [35]
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 ...
Aaker was born in Palo Alto, California to Kay Aaker [5] and David Aaker, a professor and brand consultant. [6] Aaker attended the University of California, Berkeley, where she studied under social psychologist Philip E. Tetlock and Nobel Prize winner Daniel Kahneman, receiving a Bachelor of Arts in Psychology in 1989. In 1990, Aaker began ...
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.