TY  - GEN
N2  - 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.
AB  - 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.
T1  - Building strong brands /
AU  - Aaker, David A.,
CN  - HD69.B7
ID  - 13379
KW  - Intangible property
KW  - Brand name products
KW  - Marcas de fábrica
KW  - Business names
KW  - Propiedad intangible
KW  - BRAND MANAGEMENT
KW  - BRANDS
KW  - BRAND PROTECTION : LEGAL AND MARKETING ASPECTS
KW  - BRANDS : INTELLECTUAL PROPERTY PROTECTION : TRADEMARKS, COPYRIGHT
KW  - Produits de marque
SN  - 002900151X
TI  - Building strong brands /
ER  -