TY  - GEN
T1  - Brand leadership /
AU  - Aaker, David A.,
AU  - Joachimsthaler, Erich,
AU  - Aaker, David A.
CN  - HD69.B7
N1  - 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.
ID  - 13377
KW  - Management.
KW  - BRAND MANAGEMENT
KW  - BRAND PROTECTION : LEGAL AND MARKETING ASPECTS
KW  - Produits de marque
SN  - 0684839245
TI  - Brand leadership /
ER  -