@article{13379,
      author = {Aaker, David A.,},
      url = {http://tind.wipo.int/record/13379},
      title = {Building strong brands /},
      abstract = {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 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.},
      recid = {13379},
      pages = {ix, 380 pages :},
}