| Document Type
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BL
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| Record Number
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988799
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| Doc. No
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b743169
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| Main Entry
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Aaker, David A.
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| Title & Author
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Building strong brands /\ David A. Aaker.
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| Publication Statement
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New York :: Free Press,, ©1996.
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| Page. NO
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ix, 380 pages :: illustrations ;; 25 cm
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| ISBN
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002900151X
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: 0743232135
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: 9780029001516
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: 9780743232135
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| Bibliographies/Indexes
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Includes bibliographical references (pages 359-366) and index.
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| Contents
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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.
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| Abstract
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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.
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| Subject
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Brand name products-- Management.
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Brand name products-- Valuation-- Management.
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Intangible property-- Valuation-- Management.
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Brand name products-- Valuation-- Management.
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Produits de marque-- Gestion.
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Biens incorporels-- Evaluation.
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Brand name products-- Management, Case studies.
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Brand name products-- Management.
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Brand name products-- Management.
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Brand name products-- Management.
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| Subject
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Brand name products-- Valuation-- Management.
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Brand name products-- Valuation-- Management.
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Brand name products-- Valuation.
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Entreprises-- Image.
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Intangible property-- Valuation-- Management.
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Intangible property-- Valuation-- Management.
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Intangible property-- Valuation.
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Marketing-- organization administration.
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Marketing.
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Marques de commerce.
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Product Line Management-- economics.
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Product Line Management-- organization administration.
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Produits de marque-- Évaluation-- Gestion.
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Produits de marque.
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Marketing.
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Product Line Management-- organization administration.
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Eigendomsrecht.
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Management.
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Merken.
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Marketing-- organization administration.
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| Subject
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Product Line Management-- economics.
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| Dewey Classification
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658.827
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| LC Classification
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HD69.B7A216 1996
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| NLM classification
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85.40bcl
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F713.5clc
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