Aaker, David A. <br/><br/>
Building strong brands / 
David A Aaker. 
 - London :  Pocket Books,  2010. 
 - ix, 380 p. :  ill ;  20 cm. 
<br/><br/> Includes bibliographical references and index. Originally published 1996. 
<br/><br/>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. 
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<br/><br/><label>ISBN: </label>9781849830409 
<br/><br/><label>Subjects--Personal Names: </label><br/>Brand name products--Management.
<br/><br/><label>Subjects--Topical Terms: </label><br/>Brand name products--Valuation--Management.<br/>Intangible property--Valuation--Management.