Library of American University of Madaba
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Aaker, David A
Building strong brands / David A. Aaker. - London : Pocket Books, 2010 - ix, 380 p. : ill. ; 25 cm.
Includes bibliographical references (pages 359-366) and index
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
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
9781849830409
Brand name products--Management
Brand name products--Valuation--Management
Intangible property--Valuation--Management
Product Line Management--organization & administration
Marketing
Product Line Management--economics
Marketing--organization & administration
HD69.B7 / A216 1996
658.827 / A111
Building strong brands / David A. Aaker. - London : Pocket Books, 2010 - ix, 380 p. : ill. ; 25 cm.
Includes bibliographical references (pages 359-366) and index
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
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
9781849830409
Brand name products--Management
Brand name products--Valuation--Management
Intangible property--Valuation--Management
Product Line Management--organization & administration
Marketing
Product Line Management--economics
Marketing--organization & administration
HD69.B7 / A216 1996
658.827 / A111