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Managing Brand Equity: Capitalizing on the Value of a Brand Name
Managing Brand Equity Capitalizing on the Value of a Brand Name
Author: David A. Aaker
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 adv...  more »
ISBN-13: 9780788193361
ISBN-10: 0788193368
Publication Date: 1/1/1991
Pages: 299
Edition: Highlighting
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Publisher: Free Press/Macmillan
Book Type: Hardcover
Members Wishing: 0
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