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Aspects of Brand Architecture Models - Essay Example

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The paper "Aspects of Brand Architecture Models" describes that the key element of success is to have a consistent and harmonious brand architecture for all the product lines. The crucial thing for this company is to emphasis on the corporate brand and also on the degree of integration across the markets…
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Aspects of Brand Architecture Models
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Download file to see previous pages Aaker argues that linking a brand with a product is crucial; however, this is not so as to help the product class when the brand is mentioned. He argues that it is crucial for customers to remember the brand where there is a need that is relevant to the product class.
The company also needs to consider the brand as an organization in terms of the attributes of the organization. Attributes are created by the values, culture, and the programs of a company and are usually innovative and are a drive for quality. Aaker indicates that attributes are usually enduring and resistant to competition because of their unique qualities.
The company also needs to consider the brand as a person because of its unique personality. According to Aaker, brand personality can create a strong brand by forming a basis for a relationship with customers, a basis for expressing their own personalities, and this can also help to communicate a product’s attribute.
In terms of brand architecture, a company needs to analyze how a brand is related to one or more products or product categories. Brand Equity is the strength and value of a brand that decides how worthy it is. This comes up when customers are familiar with the brand and hold some favorable brand associations in their memories. The concept of brand equity is seen when consumers make choices about a product or service. In the brand equity model, Aaker identifies five components which include brand loyalty, perceived quality, brand awareness, brand associations, and other proprietary assets. Brand loyalty is the extent to which customers are loyal to a brand. Perceived quality is the extent to which customers consider brands to be providing good quality. This is measured in terms of the price of the brand, the quality being offered by the brand, the level of differentiation, and the number of brand extensions.  ...Download file to see next pages Read More
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