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Brand relevance : making competitors irrelevant
Branding guru Aaker shows how to eliminate the competition and become the lead brand in your market This ground-breaking book defines the concept of brand relevance using dozens of case studies-Prius, Whole Foods, Westin, iPad and more-and explains how brand relevance drives market dynamics, which generates opportunities for your brand and threats for the competition. Aaker reveals how these c…
- Edisi
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- ISBN/ISSN
- 9780470613580
- Deskripsi Fisik
- xvi, 381 p. : ill. ; 24 cm.
- Judul Seri
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- No. Panggil
- 658.827 AAK b
When should original equipment manufacturers use branded component contracts …
Branded components are becoming increasingly popular in industrial markets; yet extant research provides limited understanding of the use of such arrangements in the real world. The authors use the governance lens of transaction cost economics to propose that leveraging the vendor's brand reputation and safeguarding the vendor's customization investments are key motivators for choosing branded …
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- ISBN/ISSN
- 222437
- Deskripsi Fisik
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- Judul Seri
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The Corporate brand: help or hindrance
Brand names are recognizable around the world, from Starbucks to Hilton, but what of a hotel management company that promises that each hotel has its own "intangibles and its own sense of place?" Dev describes, in anecdotal form, the dilemma facing Lilypad Hotels and Resorts as it considers how it should grow. While increased brand name recognition does promise cross-property stays, it also mea…
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- ISBN/ISSN
- 178012
- Deskripsi Fisik
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- Judul Seri
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Brand concept maps: a methodology for identifying brand association networks
Understanding brand equity involves identifying the network of strong, favorable, and unique brand associations in consumer memory. Methods for measuring brand association networks fall into two categories. First, consumer mapping techniques obtain the information directly from consumers. Second, analytical mapping techniques derive the information indirectly from consumers. In this article, th…
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- ISBN/ISSN
- 222437
- Deskripsi Fisik
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- Judul Seri
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International brand-name standardization/adaptation: antecedents and conseque…
Using the structure-conduct-performance paradigm along with Porter's (1990) international factor conditions, a conceptual framework to explain the antecedents and consequences of a firm's brand-name standardization/adaptation strategy is proposed and empirically tested. Survey research and structural equation modeling results show that firms adapt (vary) their brand names when market structure …
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- ISBN/ISSN
- 1069031x
- Deskripsi Fisik
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- Judul Seri
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- No. Panggil
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Brand name translation: Language constraints, product attributes, and consume…
The primary purpose of a study is to examine the relationship between foreign brand name translation and product-related cues - such as physical quality, perceived origin, and brand name - on consumers' perceived quality, price, and purchase intentions. The results from a series of structurally related experiments designed to investigate the effects of brand name translation in a cross-cultural…
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- ISBN/ISSN
- 1069031X
- Deskripsi Fisik
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- Judul Seri
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- No. Panggil
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Auditory and visual brand identifiers in Chinese and English
A main component of branding is to link a brand name to nonverbal cues that facilitate brand name memory. The authors of a study examine the integration in memory of auditory and visual brand identifiers with brand names written in the logographic Chinese script compared with the alphabetic English script. The first experiment compares native Mandarin speakers living in China with native Englis…
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- ISBN/ISSN
- 1069031X
- Deskripsi Fisik
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- Judul Seri
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- No. Panggil
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Executive insights: The impact of linguistic differences on international bra…
This study investigates the brand name standardization/adaptation strategies used by consumer goods Fortune-500 companies in China and Hong Kong. The authors compare English brand names with Chinese brand names on several dimensions. The vast majority of firms localize their brand names, and transliteration of the brand name is the strategy used most often. Firms also appear to be successful in…
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- ISBN/ISSN
- 1069031X
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Analisis pengaruh brand knoledge dan brand relationship pada pembelian saat i…
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- ISBN/ISSN
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- Deskripsi Fisik
- xvi, 161 p. : diagr., il. ; 30 cm
- Judul Seri
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- No. Panggil
- T 534/09
Kegagalan Elemen Merek : Menganggap Merek Sekedar Cap
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Karya Umum 
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Geografi dan Sejarah