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...
Saved in:
| Main Author: | |
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| Format: | Book |
| Language: | English |
| Published: |
New York :
The Free Press,
[1996]
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| Subjects: | |
| Summary: | 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. |
Hesburgh Library General Collection
| Call Number: |
HD 69 .B7 A216 1996
|
|---|---|
| Available Request Request a scan of an article or book chapter |
Hesburgh Library General Collection
| Call Number: |
HD 69 .B7 A216 1996
|
|---|---|
| Available Request Request a scan of an article or book chapter |