Category Archive for: "Marketing Concepts"
According to David Aaker, an expert in the field of Brand Equity measurement and management and the author of the famous book, Managing Brand Equity, “Brand equity is a set of assets (and liabilities) linked to a brand’s name and symbol that adds to (or subtracts from) the value provided by a product or service to […]
According to the American Marketing Association, a brand is a “Name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.” But there is a problem with this definition. It is pitifully narrow in its scope. The concept of a brand has moved much […]