Essays Tagged: "David Aaker"
How is the concept of congruency can be relevant to a revitalisation of brand equity strategy?
and name and its related connotations to the consumer's valuation of the branded article as a whole.David A.Aaker, Managing Brand Equity, Free Press, 1991According to Pierre Chandon http://www.consume ... gruence, it is necessary to include the conception of the brand image in the memory of the consumer.David Ogilvy (1963,pp.99 ff) was the first to write the importance of the brand images in marketing. ...
Subjects: Businesss Research Papers > Marketing
Brand extension
nsion.If a firms brand is strong than it provides greater leverage for extension than weaker brand (Aaker and Keller 1992). It is important to note that brand reputation has been defined in terms of c ... reputation has been defined in terms of consumer perceptions of quality associated with the brand (Aaker and Keller 1990; Barone at al.2000). Therefore it has been reported that high perceived qualit ...
Subjects: Businesss Research Papers
Investment Project Evaluation
oal of a market analysis is to determine the attractiveness of a market, both now and in the future.David A. Aaker suggests several basic dimensions of market analysis: market size (current and future ...
Subjects: Social Science Essays > Economics