... Assets Brand valuation Corporate image Strategy The concept of “brand” and the practice of “branding” are among the most bandied – and misunderstood – notions in today’s business lexicon. All too often, organizations that decide to launch a major brand initiative focus on its most tangible...

... (hardback) Brands Brand identity Brand valuation Global marketing Brand Leadership is the latest in a series of books written by David Aaker on the importance of brands in building a competitive organization. In Brand Leadership, Aaker teams with Erich Joachimsthaler...

... with the brand stems from the brand name and not only from physical aspects of the brand. Fourth, brand equity is not absolute but relative to competition. Finally, brand equity positively influences financial performance. © MCB UP Limited 1995 Brand equity Brand loyalty Brand valuation Consumer...

..., service, innovation, and differentiation, and that the danger of including brands in balance sheets is that it leads to weaker rather than stronger branding strategies. © MCB UP Limited 1990 Brand valuation Brands Consumer behaviour Strategic management This article was subsequently...