Building strong brands /
Aaker, David A.
Building strong brands / David A. Aaker. - New York : Free Press, 1996. - ix, 380 p. : ill.; 25 cm. + hbk.
Includes bibliographical references (pages 359-366) and index.
What is a strong brand? -- The Saturn story -- The brand identity system -- Organizational associations -- Brand personality -- Identity implementation -- Brand strategies over time -- Managing brand systems -- Leveraging the brand -- Measuring brand equity across products & markets -- Organizing for brand building.
002900151X
95009238
Brand name products.
Intangible property.
Management
658.827
Building strong brands / David A. Aaker. - New York : Free Press, 1996. - ix, 380 p. : ill.; 25 cm. + hbk.
Includes bibliographical references (pages 359-366) and index.
What is a strong brand? -- The Saturn story -- The brand identity system -- Organizational associations -- Brand personality -- Identity implementation -- Brand strategies over time -- Managing brand systems -- Leveraging the brand -- Measuring brand equity across products & markets -- Organizing for brand building.
002900151X
95009238
Brand name products.
Intangible property.
Management
658.827