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000013379 020__ $$a002900151X
000013379 020__ $$z9780029001516
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000013379 020__ $$z9780743232135
000013379 020__ $$z9781451674750
000013379 020__ $$z1451674759
000013379 035__ $$a(wipo)(CD )04-0212
000013379 035__ $$a(OCoLC)32509458
000013379 040__ $$aSzGeWIPO$$beng$$erda$$cSzGeWIPO$$dCaBNVSL
000013379 043__ $$an-us---
000013379 050_4 $$aHD69.B7$$bA216 1996
000013379 08204 $$a658.827$$221
000013379 084__ $$aK 332 AAK.BU
000013379 090__ $$c14083$$d14083
000013379 1001_ $$aAaker, David A.,$$eauthor.
000013379 24510 $$aBuilding strong brands /$$cDavid A. Aaker.
000013379 264_1 $$aNew York :$$bFree Press,$$cc1996.
000013379 300__ $$aix, 380 pages :$$billustrations ;$$c25 cm.
000013379 336__ $$atext$$btxt$$2rdacontent
000013379 337__ $$aunmediated$$bn$$2rdamedia
000013379 338__ $$avolume$$bnc$$2rdacarrier
000013379 4901_ $$aBusiness/Management / the Free Press
000013379 504__ $$aIncludes bibliographical references (pages 359-366) and index.
000013379 5050_ $$aPreface 1. What is a strong brand? 2. The Saturn story 3. The brand identity system 4. Organizational associations 5. Brand personality 6. Identity implementation 7. Brand strategies over time 8. Managing brand systems 9. Leveraging the brand 10. Measuring brand equity across products and markets 11. Organizing for brand building Notes Index About the author
000013379 5050_ $$aWhat is a strong brand? -- The Kodak story -- The Saturn story -- The brand identity system -- Organizational associations -- The Body Shop story -- Brand personality -- The Harley-Davidson story -- Identity implementation -- Brand strategies over time -- The General Electric story -- The Smirnoff story -- Managing brand systems -- Leveraging the brand -- The Healthy Choice story -- The Kingsford Charcoal story -- Measuring brand equity across products & markets -- Organizing for brand building.
000013379 520__ $$aAs 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.
000013379 650_0 $$aIntangible property$$xValuation.
000013379 650_0 $$aBrand name products$$xManagement.
000013379 650_0 $$aMarcas de fábrica$$xEvaluación.
000013379 650_0 $$aBusiness names$$xManagement.
000013379 650_0 $$aPropiedad intangible$$xEvaluación.
000013379 650_4 $$aBRAND MANAGEMENT
000013379 650_4 $$aBRANDS
000013379 650_4 $$aBRAND PROTECTION : LEGAL AND MARKETING ASPECTS
000013379 650_4 $$aBRANDS : INTELLECTUAL PROPERTY PROTECTION : TRADEMARKS, COPYRIGHT
000013379 650_6 $$aProduits de marque$$xGestion.
000013379 830_0 $$aBusiness/Management / the Free Press.
000013379 903__ $$v1
000013379 942__ $$cMON
000013379 952__ $$w2006-11-03$$p2004-0212$$r19.60$$u14965$$bMAIN$$10$$kK 332 AAK.BU$$v2004-06-17$$ztagged$$71
000013379 980__ $$aBIB
000013379 999__ $$c14083$$d14083