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Managing Brand Equity - only $34.13
Although several companies, such as Canada Dry and Colgate-Palmolive, have recently created an equity management position to be guardian of the value of brand names, far too few managers, Aaker concludes, really understand the concept of brand equity and how it must be implemented.. Yet, research shows that managers cannot identify with confidence their brand associations, levels of consumer awareness, or degree of customer loyalty. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David Aaker, a national authority on branding. Moreover in the last decade, managers desperate for short-term financial results have often unwittingly damaged their brands through price promotions and unwise brand extensions, causing irreversible deterioration of the value of the brand name. The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. »

Selected News

The Curse of the Chinese Internet (Far Eastern Economic Review)

A madefortheweb advertisement for the Chinese searchengine site Baidu shows a Caucasian man dressed for a wedding with a Westernized Chinese woman on his arm, entering a Chinese palace complex. He reads a Chineselanguage sign, laughs, and says, I know. Read more

EPL Intermediate, Inc. Announces Results for the Fourth Quarter and Year Ended December 26, 2007 (Centre Daily Times)

EPL Intermediate, Inc. (El Pollo Loco or the Company), parent company of El Pollo Loco, Inc., today reported results for its fourth quarter and year ended December 26, 2007. For purposes of simplicity, the Company has described the 13week fourth quarters and fiscal year ended December 26, 2007 and December 27, 2006 as December 31, 2007 and December 31, 2006, respectively. Read more

EPL Intermediate, Inc. Announces Results for the Fourth Quarter and Year Ended December 26, 2007 (Business Wire via Yahoo Finance)

COSTA MESA, Calif.EPL Intermediate, Inc. , parent company of El Pollo Loco, Inc., today reported results for its fourth quarter and year ended December 26, 2007. For purposes of simplicity, the Company has described the 13week fourth quarters and fiscal year ended December 26, 2007 and December 27, 2006 as December 31, 2007 and December 31, 2006, respectively. Read more

Tieins: Dominos, General Mills Step Up To Bat For Knight (BrandWeek)

Proven franchise an easier sell this time around. March 17, 2008 By T.L. Stanley Read more

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