| Document Type
|
:
|
BL
|
| Record Number
|
:
|
879744
|
| Main Entry
|
:
|
Aaker, David A.
|
| Title & Author
|
:
|
Brand leadership /\ David A. Aaker, Erich Joachimsthaler.
|
| Publication Statement
|
:
|
New York :: Free Press,, 2000.
|
| Page. NO
|
:
|
xii, 351 pages :: illustrations ;; 25 cm
|
| ISBN
|
:
|
0684839245
|
|
|
:
|
: 0684866455
|
|
|
:
|
: 0743200764
|
|
|
:
|
: 1439172919
|
|
|
:
|
: 9780684839240
|
|
|
:
|
: 9780684866451
|
|
|
:
|
: 9780743200769
|
|
|
:
|
: 9781439172919
|
|
|
:
|
0743200767
|
| Bibliographies/Indexes
|
:
|
Includes bibliographical references (pages 331-335) and index.
|
| Contents
|
:
|
Part I. Introduction : 1. Brand leadership: the new imperative -- Part II. Brand identity : 2. Brand identity : the cornerstone of brand strategy -- 3. Clarifying and elaborating the brand identity -- Part III. Brand architecture: achieving clarity, synergy, and leverage : 4. The brand relationship spectrum -- 5. Brand architecture -- Part IV. Building brands: beyond advertising : 6. Adidas and Nike: lessons in building brands -- 7. Building brands: The role of sponsorship -- 8. Building brands: the role of the Web -- 9. Building brands: beyond media advertising -- Part V: Organizing for brand leadership : 10. Global brand leadership: not global brands.
|
| Subject
|
:
|
Brand name products-- United States-- Management.
|
| Subject
|
:
|
Brand name products-- United States-- Management.
|
| Subject
|
:
|
Brand name products-- Management.
|
| Subject
|
:
|
Marques de commerce-- États-Unis.
|
| Subject
|
:
|
Marketing.
|
| Subject
|
:
|
Merkartikelen.
|
| Subject
|
:
|
Merken.
|
| Subject
|
:
|
Merknamen.
|
| Subject
|
:
|
Strategie.
|
| Subject
|
:
|
United States.
|
| Dewey Classification
|
:
|
658.8/27
|
| LC Classification
|
:
|
HD69.B7A215 2000
|
| NLM classification
|
:
|
85.40bcl
|
| Added Entry
|
:
|
Joachimsthaler, Erich,1956-
|