TITLE

Your Brand Needs Energy

AUTHOR(S)
AAKER, DAVID
PUB. DATE
April 2013
SOURCE
Marketing News;Apr2013, Vol. 47 Issue 4, p16
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article notes research on brand equity and the Brand Asset Valuator (BAV) database and discusses how to energize a brand or company and make it more visible. The article notes examples that show how brands can be made more interesting, engaging, innovative, and passionate or driven by a higher purpose. It also notes branded energizers, or branded products that enhance and promote target brands, can be developed through corporate sponsorships.
ACCESSION #
87690224

 

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