Tags » David Aaker

To learn about brands, get a motorcycle.

No this isn’t Zen and the Art of Motorcycle Maintenance, it’s a practical quick way to understand how brands work now that the weather is better. 862 more words

The Everton F.C. brand value and the Young & Rubicam model of brand dynamics

Brand value has become a buzzword in recent times and many managers, consultancies, and companies have started to pay closer attention to it. The fact that Madden, Fehle, and Fournier ( 1,589 more words


Create an ingredient brand to make sense of brand chaos: The overloaded LA Galaxy poster

A few weeks ago, a tweet by LA Galaxy, that was promoting an autograph-signing session with Juninho, caught my attention. The picture (or poster) in the tweet featured Juninho and explained where and when the autograph-signing would take place. 551 more words


My Question :‘'Dave, How to Handle Strategy & Business Transformation Alignment with Brand Perspective in times of Social Media '' :Answer By David Aaker

My  Question: Dave, how would you like to advise handling ‘’Strategy & Business Transformation alignment with Brand Perspective in times of Social Media ”?

Answer by David Aaker… 874 more words

Emerging Technologies

La différenciation est un sujet de pubard, pas de consommateur : ne pas oublier les points de parité

Merci à Benjamin pour avoir partagé cet article super intéressant.

La question levée par le point de parité est aussi pertinente qu’évidente. Le point de différence est une aspérité, le point de parité est un point commun. 335 more words


Is your brand preferred? Or is your brand relevant?

Brand preference means the organization is attempting to add incremental functionality or reduce price (Aaker, 2012) to gain market share.  Organizations choosing to enter the brand preference competition risk becoming irrelevant because they are competing for a portion of a limited or stagnant market (Aaker, 2012).   253 more words

Non-profit Organization