{"product_id":"building-strong-brands-9780029001516b","title":"Building Strong Brands","description":"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.","brand":"Free Press","offers":[{"title":"Bargain","offer_id":42869702099024,"sku":"9780029001516B","price":5.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0592\/8173\/5760\/files\/9780029001516-l.jpg?v=1785904275","url":"https:\/\/bookoutlet.com\/products\/building-strong-brands-9780029001516b","provider":"Book Outlet","version":"1.0","type":"link"}