000			01385nam a22001817a 4500
999			_c21864 _d21864
020			_a9781849830409
041			_aENG
082			_a658.827 _bAAK
100			_a Aaker, David A. _d1938-
245			_aBuilding strong brands / _cDavid A. Aaker
260			_aLondon: _bPocket Books, _c2010.
300			_a ix, 380 pages : _billustrations ; _c20 cm.
505			_a1. 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
650			_a Brand name products _xManagement .
650			_aBrand name products _vValuation _xManagement.
650			_aIntangible property _vValuation _xManagement
942			_2ddc _cBK