Disadvantages Of Brand Management

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"Organizations differentiate their products through branding, and a lack of effective branding can cause products to fail in the marketplace (Aaker 2007)." Brand management has always been very important part of every company, but branding has become a top management priority for a higher number of organizations in the last decade. It is very important to define what brand is before understanding the brand equity. "According to the American Marketing Association, a brand is a name , term, sign, symbol or combination of them that is designed to identify goods or services of one seller or group of sellers and to differentiate them from those of competitors. (Lake) ". According to Aaker, most companies put focus of their brands on brands ' attributes to develop brand 's identity. Unfortunately, focusing brands only on this can result in weak customers ' loyalty and also results in brand attributes that are easy to copy by competitors. Strong, successful brands “move beyond attributes to a brand identity based upon a brand personality and a relationship with customers” (Aaker 1994). If an organization wants to build a strong brand, Aaker (1996) "suggests that the company focuses on a brand’s identity (how a firm would like to be perceived in public) through the perspectives of the brand as a person, the brand as an organization, the brand as a symbol, and the brand as a product."

"Brand awareness indicates whether consumers can recall or recognize a brand, or if consumers are
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