... Limited 2002 Brands 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...

...: Building Assets in the Information Society . New York, NY : The Free Press   2000 . 335 pages , ISBN: 0‐684‐83924‐5   $30 (hardback) Brands Brand identity Brand valuation Global marketing Brand Leadership is the latest in a series of books written by David Aaker...

... Brand loyalty Brand valuation Consumer goods Consumer marketing Brand equity is regarded as a very important concept in business practice as well as in academic research because marketers can gain competitive advantage through successful brands. The competitive advantage of firms that have...

..., 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...