Building strong brands /
By: Aaker, David A
Material type:
BookPublisher: London : Simon & Schuster, 2002.Description: ix, 380 p. : ill ; 24 cm.ISBN: 0743232135Subject(s): Brand name products -- Management | Brand name products -- Valuation -- Management | Intangible property -- Valuation -- Management
| Item type | Home library | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|
| REGULAR | University of Wollongong in Dubai Main Collection | 658.827 AA BU (Browse shelf) | Available | T0024552 |
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| 658.827 AA BR Brand portfolio strategy : creating relevance, differentiation, energy, leverage, and clarity / | 658.827 AA BU Building strong brands / | 658.827 AA BU Building strong brands / | 658.827 AA BU Building strong brands / | 658.827 AN BR Brand America : the mother of all brands / | 658.827 BA BR Brand meaning / | 658.827 BA DI Digital luxury : |
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.