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\def\WIPO{World Intellectual Property Organisation}
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Brand leadership / David A. Aaker.
2000
K 332 AAK.B
Available at WIPO Library
Items
Details
Title
Brand leadership / David A. Aaker.
Description
xii, 351 pages ; [28] cm
ISBN
0684839245
9780684839240
0684866455
9780684866451
0743200767
1439172919
9781439172919
9780743200769
0743200764
9781471104374 electronic book
9781847398352
9780684839240
0684866455
9780684866451
0743200767
1439172919
9781439172919
9780743200769
0743200764
9781471104374 electronic book
9781847398352
Alternate Call Number
K 332 AAK.B
Note
Ordered from Barnes & Noble (www.bn.com) ; 17/06/2004 ; 24.00 USD Table of 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.
Bibliography, etc. Note
Includes bibliographical references (pages 331-335) and index.
Formatted Contents Note
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.
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.
Series
Published
New York : The Free Press, 2000.
Language
French
Record Appears in
all