Brand Equity & Advertising

David A. Aaker, Alexander Biel,

"...provides a probing look into brands, their personalities, equity, extensions, and how advertising helps build brands and expand their markets globally."—Contemporary Psychology"...any academic or practitioner involved in the process of creating and selling brand name products will benefit from reviewing these papers....The overall information on brands is excellent for anyone who needs to develop a paper or requires in-depth knowledge of brands....suitable for graduate libraries."—CHOICE"This work provides a good measure of the varied approaches to the topic."—Journal of Marketing Research"David Aaker's concept of brand equity is thought provoking and seminal. For any marketing practitioner, for any student of marketing, this work is a 'must read.'"—Peter S. SealeySenior Vice President & Director, Global Marketing, The Coca-Cola Company"Clearly, the ability to create, build and revitalize a brand is going to be one of the prized marketing skills of the 90s. Here, Messrs. Aaker and Biel deliver some of the decade's earliest and best thinking on the subject."—Edward VickChairman and Chief Executive Officer, Landor Associates"I can think of nothing more urgent in business today than to advance every marketer's commitment to the importance of brand equity, and to creative advertising as the most powerful tool for building strong brands. In a total and coordinated brand marketing program, each communications discipline plays a specific and complementary role in building a brand. The key tasks of defining the essential promise, differentiating the product and bonding with the consumer are the ones advertising does uniquely well. Congratulations to David Aaker and Alex Biel for studying and drawing attention to these important and productive concepts critical to restoring economic vitality and competitive advantage."—Peter A. GeorgescuPresident, Young & Rubicam

• Contents: Preface. D.A. Aaker, A.L. Biel, Brand Equity and Advertising: An Overview. Part I: A Global View on Building Brands.S. Owen, The Landor ImagePower Survey: A Global Assessment of Brand Strength. J. Moore, Building Brands Across Markets: Cultural Differences in Brand Relationships Within the European Community. H. Tanaka, Branding in Japan. Part II: The Brand Personality and Brand Equity.A.L. Biel, Converting Image Into Equity. R. Batra, D.R. Lehmann, D. Singh, The Brand Personality Component of Brand Goodwill: Some Antecedents and Consequences. N. Smothers, Can Products and Brands Have Charisma? M. Blackston, Beyond Brand Personality: Building Brand Relationships. G. McCracken, The Value of the Brand: An Anthropological Perspective. Part III: The Role of Advertising in Creating Brand Equity.A. Kirmani, V. Zeithaml, Advertising, Perceived Quality, and Brand Image. J. Lannon, Asking the Right Questions: What Do People Do with Advertising? B. Wansink, M.L. Ray, Expansion Advertising and Brand Equity. J.A. Edell, M.C. Moore, The Impact and Memorability of Ad-Induced Feelings: Implications for Brand Equity. H.S. Krishnan, D. Chakravarti, Varieties of Brand Memory Induced by Advertising: Determinants, Measures, and Relationships. Part IV: Perspectives on Brand Equity.J. McQueen, C. Foley, J. Deighton, Decomposing a Brand's Consumer Franchise into Buyer Types. C.P. Haugtvedt, C. Leavitt, W.L. Schneier, Cognitive Strength of Established Brands: Memory, Attitudinal, and Structural Approaches. P.H. Farquhar, P.M. Herr, The Dual Structure of Brand Associations. Part V: Perspectives on Brand Extensions.K. Nakamoto, D.J. MacInnis, H-S. Jung, Advertising Claims and Evidence as Bases for Brand Equity and Consumer Evaluations of Brand Extensions. D.M. Boush, Brands as Categories. E.M. Tauber, Fit and Leverage in Brand Extensions. Part VI: Case Studies and a Commentary.L. Winters, The Role of Corporate Advertising in Building a Brand: Chevron's Preconversion Campaign in Texas. D.A. Aaker, Are Brand Equity Investments Really Worthwhile? W.D. Wells, Brand Equities, Elephants and Birds: A Commentary.