Aaker, David A Primary Author mixed material bibliography New York Free 1996 en English

Printed Material

ix, 381 p.: index, notes, figs, questions ; 24 cm. 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 competitve 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. TABLE OF CONTENTS Preface 1 What is a Strong Brand? 2 The Saturn Story 3 The Brand Identity System 4 Organizational Associations 5 Brand Personality 6 Identity Implementation 7 Brand Strategies Over Time 8 Managing Brand Systems 9 Leveraging the Brand 10 Measuring Brand Equity Across Products & Markets 11 Organizing for Brand Building Notes Index About the Author Product Development Brand Loyalty Brands Brand Names Branding Policy BH/BHE 002900151X Perpustakaan - Sekolah Tinggi Manajemen PPM Pusat Informasi Manajemen BH/BHE Aak 27242 General (General) BH/BHE Aak 4220 1996-06-19 00:00:00 2021-09-01 15:30:28 machine generated