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Building Strong Brands

Author:
Binding: Hardcover
List Price: $30.00
Our Price: $3.50 USD
Qty Avail: 1


ISBN: 9780029001516
Publisher: Free Press
Language: English
Page Count: 380
Publication Date: 1/1/1996
Size: 9.60" l x 6.50" w x 1.26"
Series: N/A

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.

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