Professional Documents
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Creating Brand Equity David Aaker
Creating Brand Equity David Aaker
DAVID AAKER
CREATING BRAND EQUITY
Aaker’s model
A. Aaker’s model
Extended
Core
EXECUTION
*Generate alternatives *Symbols & metaphors *Testing
TRACKING
A McDonald’s Brand Identity
MCDONALD’S, WHICH DOES ABOUT $26 BILLION
OF BUSINESS IN 79 COUNTRIES, HAS ONE OF
THE MOST SUCCESSFUL BRANDS.