000			01533cam a2200229u 4500
007			ta
008			050601s2002 ||||||||||||||||||||eng|u
020			_a0743232135 _c£10.49
100	1		_aAaker, David A.
245	1	0	_aBuilding strong brands / _cDavid A. Aaker.
260			_aLondon : _bSimon & Schuster, _c2002.
300			_aix, 380 p. : _bill ; _c24 cm.
500			_aIncludes bibliographical references and index.
505	0		_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.
650		4	_aBrand name products _xManagement.
650		4	_aBrand name products _xValuation _xManagement.
650		4	_aIntangible property _xValuation _xManagement.
005			20170126095357.0
001			34198
003			UOWD
942			_cREGULAR
999			_c16091 _d16091