Brand leadership (Book, 2000) [WorldCat.org]
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Brand leadership

Author: David A Aaker; Erich Joachimsthaler
Publisher: New York : Free, 2000
Edition/Format:   Print book : English
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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Document Type: Book
All Authors / Contributors: David A Aaker; Erich Joachimsthaler
ISBN: 0684839245 9780684839240
OCLC Number: 464606314
Description: 351 s
Contents: Indhold: Brand identity ; Brand architecture: Achieving clarity, synery, and leverage ; Building brands: Beyond advertising ; Organizing for brand leadership

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