Title: Building Strong Brands
First published: 1996
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.
Subjects: Management, Brand name products, Valuation, Intangible property, Branding, Product management, Marketing, Product Line Management, Organization & administration, Economics
LC classification: HD69.B7 A216 1996