Building strong brands
By: David A. Aaker.
Publisher: Free Press
Published: 1996
Place of publication: New York
Language: eng
Number of pages: 380
Subjects: Brand name products -- Management.; Brand name products -- Valuation -- Management.; Intangible property -- Valuation -- Management.
Description: 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.
Notes: Includes bibliographical references (p.         ) and index.