Managing Brand Equity: Capitalizing on the Value of a Brand Name - Hardcover
Synopsis
The most important assets of any business are intangible: its company name, brands, symbols, & slogans, & their underlying associations, perceived quality, name awareness, customer base, & proprietary resources such as patents, trademarks, & channel relationships. These assets, which comprise brand equity, are a primary source of competitive advantage & future earnings. Few people understand brand equity & how it must be implemented. Provides a clear & well-defined structure of the relationship between a brand & its symbol & slogan, as well as each of the five underlying assets, which clarifies exactly how brand equity does contribute value. Illustrated.
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About the Author
David A. Aaker is the J. Gary Shansby Professor of Marketing Strategy at the University of California at Berkeley. He is the author of over 70 articles and eight books on branding, advertising, and business strategy and is one of the most widely cited authors in the field of marketing today.
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Managing Brand Equity: Capitalizing on the Value of a Brand Name
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hardcover. Condition: Like New. Like New. book. Seller Inventory # D8S0-3-M-0788193368-5
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