Building strong brands / David A. Aaker.

Includes bibliographical references and index.

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.