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01572cam a2200241u 4500 |
| PHYSICAL DESCRIPTION FIXED FIELD--GENERAL INFORMATION |
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ta |
| FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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100614s2010 ||||||||||||||||||||eng|u |
| INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9781849830409 |
| DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20170126095205.0 |
| CONTROL NUMBER |
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32718 |
| CONTROL NUMBER IDENTIFIER |
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| control field |
UOWD |
| MAIN ENTRY--PERSONAL NAME |
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| Personal name |
Aaker, David A. |
| TITLE STATEMENT |
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| Title |
Building strong brands / |
| Statement of responsibility, etc |
David A Aaker. |
| PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
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| Place of publication, distribution, etc |
London : |
| Name of publisher, distributor, etc |
Pocket Books, |
| Date of publication, distribution, etc |
2010. |
| PHYSICAL DESCRIPTION |
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| Extent |
ix, 380 p. : |
| Other physical details |
ill ; |
| Dimensions |
20 cm. |
| GENERAL NOTE |
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| General note |
Includes bibliographical references and index. Originally published 1996. |
| FORMATTED CONTENTS NOTE |
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| Formatted contents note |
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. |
| STUDY PROGRAM INFORMATION NOTE |
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| Program name |
HDR974 |
| SUBJECT ADDED ENTRY--PERSONAL NAME |
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| Personal name |
Brand name products |
| General subdivision |
Management. |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Brand name products |
| General subdivision |
Valuation |
| -- |
Management. |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Intangible property |
| General subdivision |
Valuation |
| -- |
Management. |
| ADDED ENTRY ELEMENTS (KOHA) |
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| Koha item type |
REGULAR |