Titlebook: Brand Strength; Building and Testing Martin G. Walser Book 2004 Deutscher Universit?ts-Verlag/GWV Fachverlage GmbH, Wiesbaden 2004 Markenau

mydriatic

夸張

Introduction,Probably every decade in the recent history of branding witnessed the emergence of a movement under the headline “crisis in branding” or “brands in trouble”. The latest version of this dispute was triggered by — what is known in the Marketing literature — as .. A substantial price-cut (-20%) for .-c

aerial

Eosinophils

Brand evaluation,brands as valuable company assets was not always as generally accepted. Instead, branding and related issues were seen from an advertising perspective and judged by their ability to “convert prospects” or “make sales” (Feldwick, 1993, p. 93).

conservative

Brand strength,minology, there is still room left for differing views of the concept. Similar to the discussion of the brand concept, in the following an attempt is made to collect varying definitions, detect similarities, and finally provide an integrative and potentially consensual definition of brand “strength”

意外

Measuring brand strength,s to have identified 512 (!) variations to measure brand strength. However, up to now no single approach has achieved the status of being the most widely accepted. The reasons for this situation are diverse. Most importantly it is an outcome of the different understandings of the concept as shown in

Resection

Brand strength formation,ropriate measures to operationalize it (e.g. see Bekmeier, 1994; Dawar, 1998). Though the notion of “building brand strength” is often used (e.g. Keller, 1993/1998; Aaker, 1991; Farquhar, 1990; Barwise, 1993; Rossiter/Lawrence, 1993), the corresponding discussion of promising means to build a strong

PANIC

非秘密

anachronistic

Conclusions,in the introduction to this work are briefly summarized, and the major contributions of this research are highlighted. Second, some implications for further research in the field and some preliminary recommendations for brand management are discussed.