Building strong brands
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 competitive 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
1 online resource (ix, 380 pages) : illustrations
9781451674750, 9780029001516, 1451674759, 002900151X
1140697324
What is a strong brand?
The Kodak story
The Saturn story
The brand identity system
Organizational associations
The Body Shop story
Brand personality
The Harley-Davidson story
Identity implementation
Brand strategies over time
The General Electric story
The Smirnoff story
Managing brand systems
Leveraging the brand
The Healthy Choice story
The Kingsford Charcoal story
Measuring brand equity across products & markets
Organizing for brand building
Electronic reproduction, [Place of publication not identified], HathiTrust Digital Library, 2010