Managing Brand Equity
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Product Information
Brand
Pagify
Ideal For
Reading
Material
Paper
Country Of Origin
India
Pack Of
1
Author
David A. Aaker
Genre
Business & Economics
Isbn
9780029001011
Page Count
299
Product Type
Book
Product Description
- Premium Quality: The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships.
- Product Design: These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David Aaker, a national authority on branding.
- User Experience: Yet, research shows that managers cannot identify with confidence their brand associations, levels of consumer awareness, or degree of customer loyalty.
- Versatile Occasion: Moreover in the last decade, managers desperate for short-term financial results have often unwittingly damaged their brands through price promotions and unwise brand extensions, causing irreversible deterioration.
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