Building Strong Brands

Açıklama

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.

• Management
• Brand name products
• Valuation
• Intangible property
• Branding
• Product management
• Marketing
• Product Line Management
• Organization & administration
• Economics

Baskılar ve ISBN

August 19, 2002

Simon & Schuster Ltd · 380 sayfa
ISBN 9780743232135

1996

Free Press · İngilizce · 380 sayfa
ISBN 002900151X