Does the term “branding” mean anything more than just making the consumers aware of a brand name?
The textbook definition of “branding” is “researching, developing, and implementing brand names, brand marks, trade characters, and trademarks.” Over the years, practitioners and academicians have elaborated on the strategic implications of branding – perhaps starting with the work of David Aaker in “brand equity.” Since then, authors have talked about brands as “assets” that must be strategically managed (see, for example Scott Davis (2000) “Brand Asset Management.” Jossey-Bass Inc., Publishers. San Francisco, CA).
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