Aaker, David A. 1938-
Building strong brands / David A. Aaker - London: Pocket Books, 2010. - ix, 380 pages : illustrations ; 20 cm.
1. What is a Strong Brand?
2. The Saturn Story
3. The Brand Identity System
4. Organizational Associations
5. Brand Personality
6. Identity Implementation
7. Brand Strategies Over Time
8. Managing Brand Systems
9. Leveraging the Brand
10. Measuring Brand Equity Across Products & Markets
11. Organizing for Brand Building. As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's book, Managing Brand Equity, managers discovered the value of a brand as a strategic asset and a company's primary source of competitve advantage. Now, in this compelling new work, Aaker uses real brand-building cases from Saturn, General Electric, Kodak, Healthy Choice, McDonald's, and others to demonstrate how strong brands have been created and managed
9781849830409
Brand name products --Management .
Brand name products --Management.--Valuation
Intangible property --Management--Valuation
658.827 / AAK
Building strong brands / David A. Aaker - London: Pocket Books, 2010. - ix, 380 pages : illustrations ; 20 cm.
1. What is a Strong Brand?
2. The Saturn Story
3. The Brand Identity System
4. Organizational Associations
5. Brand Personality
6. Identity Implementation
7. Brand Strategies Over Time
8. Managing Brand Systems
9. Leveraging the Brand
10. Measuring Brand Equity Across Products & Markets
11. Organizing for Brand Building. As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's book, Managing Brand Equity, managers discovered the value of a brand as a strategic asset and a company's primary source of competitve advantage. Now, in this compelling new work, Aaker uses real brand-building cases from Saturn, General Electric, Kodak, Healthy Choice, McDonald's, and others to demonstrate how strong brands have been created and managed
9781849830409
Brand name products --Management .
Brand name products --Management.--Valuation
Intangible property --Management--Valuation
658.827 / AAK