David Aaker
Design Matters with Debbie Millman
00:00
Building Strong Brands - How Do You Measure Brand Equity?
In Building Strong Brands, you describe the aspects that are needed to create brand equity. They're aspirational, multi-dimensional, the core identity, the extended identity, and the value proposition. How did you begin to measure those aspects of a brand? Well, I think it really starts to address how do you determine what are your brand pillars or brand dimensions?"
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