Overview
The value and importance of branding have been emphasized in the previous few chapters, but the aspect that grabs business attention is the final output in terms of profit and return on investment (ROI). This chapter deals exactly with this, starting with a short success story that was built on the value of emotions and aesthetics. Existing notions on the prerequisites for branding are clarified by explaining the ratio between the investment and actual business returns with effective branding. The chapter moves on defining brand equity, and some of the models of brand equity suggested by researchers including the (i) Aaker model that deals with brand loyalty, brand awareness, perceived quality, brand associations, and proprietary ...
Get Branding & AI now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
