Tags » David Aaker

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

Choosing a naming strategy for an acquired brand and business

On Wednesday, Canadians woke to the news that the Bank of Nova Scotia had agreed to buy ING Bank of Canada from ING Groep for $3.1 billion.This deal adds $30 billion of deposits to Scotiabanks’s operations and will mean that Scotiabank will be Canada’s third-largest bank by the end of this year based on deposits of $175 billion in hand. 898 more words

Brand Strategy