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Brand leadership

Author: David A Aaker; Erich Joachimsthaler
Publisher: New York : Free Press, 2000.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:

An exploration of strategic brand leadership uses hundreds of studies of leading firms, including General Electric, to show the strategic potential of brand management in a world-based economy.

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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: David A Aaker; Erich Joachimsthaler
ISBN: 0684839245 9780684839240 0684866455 9780684866451 1439172919 9781439172919 9780743200769 0743200764
OCLC Number: 43083468
Description: xii, 351 pages : illustrations ; 25 cm
Contents: Part I. Introduction : 1. Brand leadership: the new imperative --
Part II. Brand identity : 2. Brand identity : the cornerstone of brand strategy --
3. Clarifying and elaborating the brand identity --
Part III. Brand architecture: achieving clarity, synergy, and leverage : 4. The brand relationship spectrum --
5. Brand architecture --
Part IV. Building brands: beyond advertising : 6. Adidas and Nike: lessons in building brands --
7. Building brands: The role of sponsorship --
8. Building brands: the role of the Web --
9. Building brands: beyond media advertising --
Part V: Organizing for brand leadership : 10. Global brand leadership: not global brands.
Responsibility: David A. Aaker, Erich Joachimsthaler.
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Hans-Georg Brehm Brand Management, Mercedes-Benz A step ahead in the new world of complex brand architectures. John QuelchDean, London Business SchoolSolid advice for firms facing global brand Read more...

 
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