Brand strength formation

Abstract

It is fair to conclude that research on the topic of brand strength has to a large extent been focused on defining the construct and searching for appropriate measures to operationalize it (e.g. see Bekmeier, 1994; Dawar, 1998). Though the notion of “building brand strength” is often used (e.g. Keller, 1993/1998; Aaker, 1991; Farquhar, 1990; Barwise, 1993; Rossiter/Lawrence, 1993), the corresponding discussion of promising means to build a strong brand, as well as an assessment of the relative importance of these inputs, most of the time is neither systematic nor supported by empirical testing.