Berkeley Haas Dean's Speaker Series - David Aaker: "The Power of Brand Personality"

Описание к видео Berkeley Haas Dean's Speaker Series - David Aaker: "The Power of Brand Personality"

David Aaker, E.T. Grether Professor Emeritus of Marketing and Public Policy, Berkeley-Haas

Professor will speak on "The Power of Brand Personality"

Aaker will discuss a remarkably useful perspective on your brand—namely brand personality. It can elevate the understanding of customer motivation, self-expressive benefits, and customer attachment to a brand. It can even be the key to communicating functional benefits. Brand personality can be traced to the colorful era of motivation research which provided both theoretical and methodological basis for using the concept.

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