Building Strong Brands
About this book
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 competitve 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.
Subjects
- branding
- brand name products
- economics
- intangible property
- management
- marketing
- organization & administration
- product line management
- product management
- valuation