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INTRODUCTION
'Branding' is a term much bandied about that has escaped proper definition because everyone, like the proverbial blind men in the presence of the elephant, thinks they know what it means. David Aaker (2014), for instance, touted by master textbook writer Philip Kotler as being the 'Father of Modern Branding', in his new book Aaker on Branding nowhere defines the term 'branding' and the word is not even listed in the book's index. Aaker does, however, define 'brand', describing it as 'Far more than a name and logo, it is an organization's promise to a customer to deliver what a brand stands for ... in terms of functional benefits but also emotional, self-expressive, and social benefits' (Aaker, 2014, p. 1). Seen from the perspective of the present article, the first part of Aaker's definition refers vaguely to brand awareness ('a name and logo') and the last part refers obscurely to brand attitude (which is what is presumed to result from the 'benefits'). When studying branding, however, many academics, such as those published recently in this journal, ignore brand awareness altogether. Taute et al (2014), for instance, define branding as involving 'both a cognitive and an emotive bond' (p. 23), but these 'bonds', as will be demonstrated in the present article, relate only to brand attitude .
Rossiter and Percy's first edition of Advertising and Promotion Management (1987) was the first publication to properly define what marketing practitioners later called 'branding'. Rossiter and Percy defined branding as the achievement, in the prospective buyer's mind, of a favorable brand attitude given that the prospect had already acquired brand awareness. They defined these two brand communication effects as jointly necessary - their reasoning was that it is no use for the brand manager to create a favorable attitude if potential buyers cannot recall the brand before purchase or recognize it at the point of purchase. The omission of brand awareness is the big mistake made by practitioners and by academics when they talk about, write about and try to measure 'branding'.
Rossiter and Percy (1997) in the second edition of their advertising and promotion management textbook showed how brand awareness and brand attitude combine in their 'macro' model of brand positioning . This model is now (Rossiter