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