Innovation: Brand it or Lose it

By D. Aaker. 2007

206 citations recorded by the source corpus.

Subfields: Marketing, Sociology and Political Science, Strategy and Management

View Paper: https://www.semanticscholar.org/paper/c157d2bf74a1fe3c9cc7fb8059c37a751e4526ee

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. M. Flikkema
2. Ard-Pieter de Man
3. Matthias Gotsch
4. Mark Brown
5. Carolina Castaldi
6. Christiane Hipp
7. Frank Alpert
8. R. Shams

In Sociology and Political Science

1. Matthias Gotsch
2. Christiane Hipp
3. Frank Alpert

In Strategy and Management

1. M. Flikkema
2. Ard-Pieter de Man
3. Matthias Gotsch
4. Carolina Castaldi
5. Christiane Hipp

Citations in the corpus

• Are Trademark Counts a Valid Indicator of Innovation? Results of an In-Depth Study of New Benelux Trademarks Filed by SMEs (2014, background): “Although trademarks do not protect inventions or new knowledge, as patents do, theymay help to capitalize on first mover advantage, for example through brand identification and loyalty (Schmalensee, 1978; McClure, 1996; Rao, 2005; Aaker, 2007; Fosfuri et al., 2008; Davis, 2009).”
• Consumer perceived brand innovativeness (2015, background): “Introduction Firms invest significant resources in marketing programs to enhance innovativeness because innovativeness leads to growth and profitability (Aaker, 2007).”
• Measurement of innovation activities in the knowledge-intensive services industry: a trademark approach (2012, background): “Aaker (2007) states that trademark-protected brands allow ownership of innovations, because a trademark adds credibility and legitimacy, enhances visibility, and helps communicate facts.”