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Managing brand equity : capitalizing on the value of a brand name

Author: David A Aaker
Publisher: New York : Free Press ; Toronto : Maxwell Macmillan Canada ; New York : Maxwell Macmillan International, ©1991.
Edition/Format:   Print book : EnglishView all editions and formats
Database:WorldCat
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Additional Physical Format: Online version:
Aaker, David A.
Managing brand equity.
New York : Free Press ; Toronto : Maxwell Macmillan Canada ; New York : Maxwell Macmillan International, ©1991
(OCoLC)647102224
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: David A Aaker
ISBN: 0029001013 9780029001011
OCLC Number: 23180129
Description: xiii, 299 pages : illustrations ; 24 cm
Contents: What Is Brand Equity? --
The Ivory Story --
The Role of Brands --
Brand-Building Neglect --
The Role of Assets and Skills --
What Is Brand Equity? --
What Is the Value of a Brand? --
Brand Value Based upon Future Earnings --
Issues in Managing Brand Equity --
The Plan of the Book --
Brand Loyalty --
The Micro Pro Story --
Brand Loyalty --
Measuring Brand Loyalty --
The Strategic Value of Brand Loyalty --
Maintaining and Enhancing Loyalty --
Selling Old Customers Instead of New Ones --
Brand Awareness --
The Datsun-Becomes-Nissan Story --
The GE-Becomes-Black and Decker Story --
What is Brand Awareness? --
How Awareness Works to Help the Brand --
The Power of Old Brand Names --
How to Achieve Awareness --
Perceived Quality --
The Schlitz Story --
What Is Perceived Quality? --
How Perceived Quality Generates Value --
What Influences Perceived Quality? --
Brand Associations: The Positioning Decision --
The Weight Watchers Story --
Associations, Image, and Positioning --
How Brand Associations Create Value --
Types of Associations --
The Measurement of Brand Associations --
The Ford Taurus Story --
What Does This Brand Mean to You? --
Scaling Brand Perceptions --
Selecting, Creating, and Maintaining Associations --
The Dove Story --
The Honeywell Story --
Which Associations --
Creating Associations --
Maintaining Associations --
Managing Disasters --
The Name, Symbol, and Slogan --
The Volkswagen Story --
Names --
Symbols --
Slogans --
Brand Extensions: The Good, the Bad, and the Ugly --
The Levi Tailored Classics Story.
Responsibility: David A. Aaker.
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