Instilling brand preference in target customers is the ultimate objective of a company's marketing and promotion efforts. This normally begins with developing a brand image for your business or ...

What business leaders call “customer loyalty” is actually something very different: instinctive brand preference. As part one of this series explained, instinctive preference is a positive bias toward ...

It is no question that millennial consumers today think and behave differently and their influence extends up and down the generational line. To put this into perspective, I am by no means a ...

What do Southwest Airlines, Tom Hanks, and Chase all have in common? They’re the most preferred brands in their categories (airlines, celebrities and banks) for both Caucasians and Asian-Americans, ...

The issue of brand equity has emerged as one of the most critical areas for marketing management in the 1990s. Despite strong interest in the subject, however, there is little empirical evidence of ...

David Aaker, vice-chairman of Prophet, shares thought-leading views on applying branding to innovation in his new book Brand Relevance: Making Competitors Irrelevant. I first met David Aaker when I ...

Brand advertisers who strive to improve metrics like "ad recall" may be focusing on the wrong measures of success. A new study adds more weight to the argument that brand impressions that aren't ...

Since the dawn of marketing, business leaders have been taught that when consumers reach for the same brand every time they shop, that’s a sign of loyalty. As the theory goes, once that bond is ...

BELLEVUE, Wash. -- Retailers who want to market to Millennials should look to the dynamics of household structure for effective ways that influence path to purchase for their products, according to a ...

WEST LAFAYETTE, Ind. -- Teens with a preference for a particular brand of cigarette or beer are using those substances more and are more likely to use them in the future, according to a study of more ...