David Aaker: 10 factors of capital brand

Today, in the world there are more number of definitions of scientific literature devoted to the concept of "brand equity". Each author has formed his own approach to the study of this issue. Among the multitude of approaches, there are those that deserve special attention, since they, more accurately, bring together all aspects of brand equity. One such approach was written by an American professor, a specialist in marketing, advertising and branding, Aaker David Allen.