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Building strong brands / David A. Aaker

By: Aaker, David A, 1938-Material type: TextTextLanguage: English Publisher: London: Pocket Books, 2010Description: ix, 380 pages : illustrations ; 20 cmISBN: 9781849830409Subject(s): Brand name products -- Management | Brand name products -- Valuation -- Management | Intangible property -- Valuation -- ManagementDDC classification: 658.827
Contents:
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
List(s) this item appears in: New Arrivals- August 1st to 31st 2022
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Item type Current location Call number Status Date due Barcode
Books Institute of Public Enterprise, Library
S Campus 		658.827 AAK (Browse shelf) Available 46317
Books Institute of Public Enterprise, Library
S Campus 		658.827 AAK (Browse shelf) Available 46318
Books Institute of Public Enterprise, Library
S Campus 		658.827 AAK (Browse shelf) Available 46319

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

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