Capitalizing value of brand name: application of Aaker's Brand Equity Model

Kim Man, M. M. (2016) Capitalizing value of brand name: application of Aaker's Brand Equity Model. Actual Problems in Economics, 4 (178). pp. 120-125. ISSN 1993-6788

Abstract/Summary

This paper discusses the need for capitalizing value of a brand name. The importance role of Aaker’s Brand Equity Model, alternative branding approaches and image evaluation for analysis leading to building a strong brand is discussed. This paper addresses three integral components of brand identity – brand name, logo and slogan, which generate the positive result for brand identity, image consistent with brand’s vision and mission.