Is Short-termism Undermining Your Brand Equity?

IF 6.1 2区管理学 Q1 BUSINESS

California Management Review Pub Date : 2026-04-16 DOI:10.1177/00081256261434968

David Aaker

引用次数: 0

Abstract

Short-termism in marketing has resurfaced, fueled by big data, analytics, digital, AI, and labels such as demand marketing. Looking back at the 1980s, a short-termism decade, that era provided permission for “sales now” programs that failed to deliver growth. That approach contributed to profit erosion, turned customers’ priority to prices, encouraged ill-advised extensions, damaged brands and profits, and led to the emergence of brand equity. To avoid a repeat, CMOs need to convince others that brand equity is critical to the business strategy. To succeed, demand and brand marketing need to be partners, creating and exploiting their synergies.

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短视主义正在损害你的品牌价值吗？

在大数据、分析、数字化、人工智能和需求营销等标签的推动下，营销中的短期主义重新浮出水面。回顾上世纪80年代，这是一个短期主义的十年，那个时代为“立即销售”计划提供了许可，但这些计划未能带来增长。这种做法导致了利润的侵蚀，将客户的优先考虑转向了价格，鼓励了不明智的扩展，损害了品牌和利润，并导致了品牌资产的出现。为了避免重蹈覆辙，首席营销官需要让其他人相信，品牌资产对商业战略至关重要。为了取得成功，需求和品牌营销需要成为合作伙伴，创造和利用它们的协同效应。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

California Management Review Multiple-

CiteScore

18.40

自引率

3.00%

发文量

期刊介绍： California Management Review (CMR) serves as a vital link between academia and management practice, offering leading-edge research with practical applications. Edited at UC Berkeley’s Haas School of Business, CMR covers a wide range of management topics, including innovation, strategy, sustainable practices, and human resources. CMR ranks among the top management journals globally, distributing articles through outlets like Harvard Business School Publishing and SAGE Publishing. Focused on bridging academia and practice, CMR ensures that all articles are based on rigorous academic research while providing actionable insights for managers. In addition to regular issues, CMR publishes special issues and sections on relevant topics, often guest-edited by leading faculty. Recent special issues have covered dynamic capabilities, city innovation, big data, and intellectual property management.