Aaker, David A.   1938- <br/><br/>
Building strong brands / 
David A. Aaker  
 - London:  Pocket Books,   2010. 
 - ix, 380 pages :   illustrations ;   20 cm. 
<br/><br/>1. What is a Strong Brand?<br/>2. The Saturn Story<br/>3. The Brand Identity System<br/>4. Organizational Associations<br/>5. Brand Personality<br/>6. Identity Implementation<br/>7. Brand Strategies Over Time<br/>8. Managing Brand Systems<br/>9. Leveraging the Brand<br/>10. Measuring Brand Equity Across Products & Markets<br/>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 
<br/><br/><label>ISBN: </label>9781849830409 
<br/><br/><label>Subjects--Topical Terms: </label><br/> Brand name products --Management .<br/>Brand name products --Management.--Valuation <br/>Intangible property --Management--Valuation 
<br/><br/><label>Dewey Class. No.: </label>658.827  / AAK