An exploration of strategic brand leadership uses hundreds of studies of leading firms, including General Electric, to show the strategic potential of brand management in a world-based economy.

About the Author

David A. Aaker is Vice Chairman of Prophet Brand Strategy (prophet.com) and Professor Emeritus of Marketing at the Haas School of Business, University of California, Berkeley. One of the world's foremost authorities on brands and brand equity, Professor Aaker is the author of the bestselling books Managing Brand Equity and Building Strong Brands (published by The Free Press). He lectures widely and consults to companies throughout the world.

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