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"Literature is a luxury; fiction is a necessity."
- G. K. Chesterton
(1874 - 1936),
Defendant
(1901)
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ZIN Product Number: 10002592
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| | | |  | | | Product Details
 Format: Hardcover, 380 pages
Publisher: Simon & Schuster
ISBN: 002900151X
Release Date: Jan 9, 1998
Average Reader Review:   (Based on 1 review.)
| |  | | | In Brief
This is a sequel to the author's Managing Brand Equity (1991). Aaker describes "how to deal with the fragmentation of markets by building brand identity, creating brand personality, and managing a brand system. With . . . case studies and illustrations of companies' ads, he emphasizes positioning a brand personality to match that of the consumer being targeted." (Libr J) Index.
| | | | From The Publisher
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.
| | | | Annotation
In 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 Aaker uses real brand-building cases from Saturn, GE, Kodak, and others to demonstrate how the best brand managers create brand equity.
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 | | | | | Number of Reviews: 1 Average Rating:
Not Just for the Marketing Department
-- Jeff O'Connor, a multi-media producer, March 14, 2001
| |  | | | | Preface | | | 1 | What is a Strong Brand? | 1 | | 2 | The Saturn Story | 37 | | 3 | The Brand Identity System | 67 | | 4 | Organizational Associations | 107 | | 5 | Brand Personality | 137 | | 6 | Identity Implementation | 175 | | 7 | Brand Strategies Over Time | 207 | | 8 | Managing Brand Systems | 239 | | 9 | Leveraging the Brand | 269 | | 10 | Measuring Brand Equity Across Products & Markets | 303 | | 11 | Organizing for Brand Building | 339 | | Notes | 359 | | Index | 367 | | About the Author | 381 |
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| | | | | | Keywords
Brand name products, Management, Valuation, Intangible property, Product Management, Business / Economics / Finance, Business & Economics, Marketing - General, Entrepreneurship, Management, Valuation, Brand name products, Intangible property
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