Dennis+Brookner+RP+Post+2

> > > > > > O: A desire to compare brands in unrelated fields against each other and determine relative strength. > A: People like me interested in researching brands. Savvy business owners who want to analyze ways to advance their brand. > P: To objectively compare the strengths of brands against each other and determine which is the strongest, and to explore the methods of doing so. > S: Aaker, and scholarly opinion on the topic in general. > Tone: Scholarly and intellectual, but not snobby. It does a good job of being engaging. > > > > > "A loyal consumer base represents a barrier to entry, a basis for price premium, time to respond to competitor innovations, and a bulwark against deleterious price competition." (5) > "However, Total Research also concluded that for some brands perceived value is more important than perceived quality." (11) > "Given that many brands are being monitored, each in dozens of markets, there is a need for a summary measure that will signal whether the underlying measures should be examined" (16) >
 * 1) How does brand recognition affect modern consumer decisions, and how has it affected it in the past?
 * 1) "Measuring Brand Equity Across Products and Markets"
 * 1) David A. Aaker
 * 1) http://web.a.ebscohost.com/ehost/pdfviewer/pdfviewer?sid=337af9c5-918d-46d0-ba80-fd18f7c30f96%40sessionmgr4004&vid=2&hid=4104 (That might work if you are logged on to EbscoHost.)
 * 1) I accessed it through EbscoHost, though I actually found it through Google's "search scholarly articles" option. I found it today.
 * S: An objective analysis of brand recognition.
 * 1) The source delves into the concept of brand strength. It starts by examining the usefulness of having such a measure. It then discusses useful parameters for comparing brands.
 * 1) Brand strength has a legitimate impact on consumer and business decisions, and it is important to be able to measure it directly.
 * 1) I fully agree with the point that brand recognition is important. I hope to utilize the parameters discussed in the article as means to analyze brand recognition overall in the full context of my paper.
 * 1) "They are structured and motivated by the four dimensions of brand equity--loyalty, perceived quality, associations, and awareness."