The CEO of Sunkist Growers, Russell L. Hanlin, saying that “An orange … is an orange … is an orange. Unless, or course, that orange happens to be a Sunkist, a name eighty percent of consumers know and trust.’’(Aaker 1996,p.2)
I absolutly agree to the CEO says, it is the brand make it differences from consumer mind
So, what exactly a brand it is ? and how IKEA built their brand equity?
