000 | 01572cam a2200241u 4500 | ||
---|---|---|---|
007 | ta | ||
008 | 100614s2010 ||||||||||||||||||||eng|u | ||
020 | _a9781849830409 | ||
100 | 1 | _aAaker, David A. | |
245 | 1 | 0 |
_aBuilding strong brands / _cDavid A Aaker. |
260 |
_aLondon : _bPocket Books, _c2010. |
||
300 |
_aix, 380 p. : _bill ; _c20 cm. |
||
500 | _aIncludes bibliographical references and index. Originally published 1996. | ||
505 | _a1. 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. | ||
600 | 4 |
_aBrand name products _xManagement. |
|
650 | 4 |
_aBrand name products _xValuation _xManagement. |
|
650 | 4 |
_aIntangible property _xValuation _xManagement. |
|
526 | 0 | _aHDR974 | |
005 | 20170126095205.0 | ||
001 | 32718 | ||
003 | UOWD | ||
942 | _cREGULAR | ||
999 |
_c14690 _d14690 |