Building Strong Brands

Building Strong Brands

Product Type: Bargain Books

Price:

List price: $30.00 | Save 65%

Available: 0

copies bought in the last week

About
As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's pathbreaking 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. Aaker also addresses practical management issues, introducing a set of brand equity measures, termed the brand equity ten, to help those who measure and track brand equity across products and markets. He presents and analyzes brand-nurturing organizational forms that are responsive to the challenges of coordinated brands across markets, products, roles, and contexts. Potentially destructive organizational pressures to change a brand's identity and position are also discussed.
Info

ISBN: 9780029001516

Published Date: Currently Unavailable

Publisher: Free Press

Language: English

Page Count: 380

Size: 9.60" l x 6.50" w x 1.26" h