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Building strong brands / David A. Aaker.
1996
K 332 AAK.BU
Available at WIPO Library
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Items
Полное описание
Название
Building strong brands / David A. Aaker.
Автор
Описание
ix, 380 pages : illustrations ; 25 cm.
ISBN
002900151X
9780029001516
0743232135
9780743232135
9781451674750
1451674759
9780029001516
0743232135
9780743232135
9781451674750
1451674759
Альтернативный идентификационный номер
K 332 AAK.BU
Резюме
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.
Библиографическая и др. запись
Includes bibliographical references (pages 359-366) and index.
Запись форматированного содержания
Preface 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
What 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.
What 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.
Серия
Серии
Business/Management / the Free Press.
Опубликовано
New York : Free Press, c1996.
Язык(и)
dut
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