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Kevin Lane Keller (born June 23, 1956) is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. He is most notable for having authored Strategic Brand Management (Prentice Hall, 1998, 2002, 2008 and 2012), a widely used text on brand management .
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.
Aaker is the creator of the Aaker Model, a marketing model that views brand equity as a combination of brand awareness, brand loyalty, and brand associations. [11] The model outlines the necessity of developing a brand identity, which is a unique set of brand associations representing what the brand stands for and offers to customers an aspiring brand image.
The brand makes use of and coordinates a full range of marketing activities to build equity - Measures the ability of the brand to reach the target customers and create value and thereby create brand equity. The brand’s managers understand what the brand means to consumers - If its clear what customers like and don’t like about a brand, and ...
Marketers may follow the order and model created by Aaker [32] and Keller [33] who are authorities on brand management, but branding does not always follow a rational line. One mistake can damage all brand equity. A classic extension failure example would be Coca-Cola launching "New Coke" in 1985. [34]
3D sought out private equity suitors to take Fuji Soft private and in August, the board agreed to KKR's tender offer of 558 billion yen ($3.7 billion) or 8,800 yen a share.
Brand equity Within the literature, it is possible to identify two distinct definitions of brand equity. Firstly an accounting definition suggests that brand equity is a measure of the financial value of a brand and attempts to measure the net additional inflows as a result of the brand or the value of the intangible asset of the brand. [48]
With DEI [diversity, equity and inclusion] initiatives under fire mostly by the right this presidential election season, Chow believes it’s important to look at where things have become so ...