Leveraging The Corporate Brand

Topics:
Brand Management
Tags:
Brand,
Branding,
David Aaker,
Marketing
Source:
David Aaker

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Overview: From the executive summary: ‘Brand assets are difficult and expensive to develop, maintain, and adapt. The offering environment is cluttered, confused, and complex in part because of the proliferation of products, brands, and sub-brands. Dynamic market contexts with the emergence of new sub-categories make it necessary to adapt and stretch brands, putting additional strain on their ability to deliver the needed support.’ In this context, the paper examines the ways to leverage the corporate brand.

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Format: PDF | Size: 194KB | Date: Apr 2004 | Pages: 13

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