Building strong brands / David A. Aaker
Material type: TextLanguage: 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: 658.827Item type | Current location | Call number | Status | Date due | Barcode |
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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 |
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658.823 ANG Productivity report: Packaging/ | 658.827 AAK Building strong brands / | 658.827 AAK Building strong brands / | 658.827 AAK Building strong brands / | 658.827 BAT Digital luxury : transforming brands and consumer experiences / | 658.827 CHE Luxury brand management in digital and sustainable times : a new world of privilege / | 658.827 DAY Right between the ears : how to use Brain Science to Build epic brands / |
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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