Descriptive or Distinctive Name?
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Introduction
David Aaker hailed the “Father of Modern Branding,” and Vice-Chair at Prophet is a recognized authority on branding.
Show Notes
David Aaker hailed the “Father of Modern Branding,” and Vice-Chair at Prophet is a recognized authority on branding. He has developed several concepts including the Aaker brand vision model.
In this episode, we discuss all things brand related, in particular names. We covered:
- Why intellectual property is not included in the training of brand managers
- The importance of being clear on the definition of IP
- The different perspective that IP brings to naming
- Naming and whether descriptive names are a good choice
- The role of intellectual property in building barriers to entry against competitors
- Brand equity — three things it consists in
View the podcast transcript here
LinkedIn: David Aaker
Twitter: @DavidAaker
davidaaker.com
Valuable Resources:
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