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- Title
Innovation: BRAND IT OR LOSE IT.
- Authors
Aaker, David A.
- Abstract
The article discusses branding strategies specific to innovations. Branding allows companies to differentiate their products in a crowded marketplace, and a lack of effective branding can doom an innovation to failure. Branding provides shortcuts for consumers who can not keep track of competing claims about products. However, not all innovations require branding, and considerations for branding include whether the innovation is a significant advance or a new subcategory or type of product; whether consumers will want to change their buying behavior and loyalty; and whether the innovation merits a long term investment by the company. The effect of categorization on branding, or how consumers relate the product to their ideas about typical or exemplary products in a category, is discussed.
- Subjects
INNOVATIONS in business; BRANDING (Marketing); MARKETING; BRAND name products; CONSUMER preferences; CONSUMER behavior
- Publication
California Management Review, 2007, Vol 50, Issue 1, p8
- ISSN
0008-1256
- Publication type
Article
- DOI
10.2307/41166414