Brand Strength: Building and Testing Models Based on Experiential Information

Recent years have seen an ever increasing interest in the phenomenon of brands. A great number of books and articles have been published focusing on as various subjects as brand value, brand meaning, brand awareness or brand communities. Despite the numerous and widely different approaches to brand research and management, there seems to be general agreement on one point: strong brands are a major asset to any business firm. The questions what constitutes a strong brand and how brand streng...