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Building Strong Brands
| Author: |
Aaker, David A. |
| Binding: |
Hardcover
|
| List Price: | $47.00 |
| Our Price: | $6.08 $3.75 CAD |
| Qty Avail: | 1 |
| ISBN: | 9780029001516 |
| Publisher: | Free Press |
| Language: | English |
| Page Count: | 380 |
| Publication Date: | 1/1/1996 |
| Size: | 9.60" l x 6.50" w x 1.26" |
| Series: | N/A |
As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's pathbreaking book, Managing Brand Equity, managers discovered the value of a brand as a strategic asset and a company's primary source of competitive 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. Aaker also addresses practical management issues, introducing a set of brand equity measures, termed the brand equity ten, to help those who measure and track brand equity across products and markets. He presents and analyzes brand-nurturing organizational forms that are responsive to the challenges of coordinated brands across markets, products, roles, and contexts. Potentially destructive organizational pressures to change a brand's identity and position are also discussed.
