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Building strong brands

Author: David A Aaker
Publisher: New York : Free Press, ©1996.
Edition/Format:   Print book : EnglishView all editions and formats
Database:WorldCat
Summary:
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 competitive advantage. Now, in this compelling new work, Aaker uses real brand-building cases from Saturn, General Electric, Kodak, Healthy Choice,  Read more...
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Additional Physical Format: Online version:
Aaker, David A.
Building strong brands.
New York : Free Press, ©1996
(OCoLC)676866534
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: David A Aaker
ISBN: 002900151X 9780029001516
OCLC Number: 32509458
Description: ix, 380 pages : illustrations ; 25 cm
Contents: What is a strong brand? --
The Kodak story --
The Saturn story --
The brand identity system --
Organizational associations --
The Body Shop story --
Brand personality --
The Harley-Davidson story --
Identity implementation --
Brand strategies over time --
The General Electric story --
The Smirnoff story --
Managing brand systems --
Leveraging the brand --
The Healthy Choice story --
The Kingsford Charcoal story --
Measuring brand equity across products & markets --
Organizing for brand building.
Responsibility: David A. Aaker.
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Abstract:

Using real brand-building cases, this book describes how, in creating a brand's identity, a manager must look beyond a product's physical attributes to consider its emotional benefits, and infuse the  Read more...

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Robert A. Lutz President and Chief Operating Officer, Chrysler Corporation A failure to maintain strong brands is one of the key reasons the American auto industry encountered a "lost generation" of Read more...

 
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