Building Strong Brands

Aaker, David A.

ISBN 10: 002900151X / ISBN 13: 9780029001516

Published by Free Press, 1995

Item in very good condition! Textbooks may not include supplemental items i.e. CDs, access codes etc. Seller Inventory # 00090334467

Synopsis:

Using real brand-building cases, this book describes how, in creating a brand's identity, a manager must look beyond a product's physical attributes to consider its emotional benefits, and infuse the perspective of "the brand-as-a-country-or-region".

About the Author: David A. Aaker is the Vice-Chairman of Prophet, Professor Emeritus of Marketing Strategy at the Haas School of Business, University of California at Berkeley, Advisor to Dentsu, Inc., and a recognized authority on brands and brand management. The winner of the Paul D. Converse Award for outstanding contributions to the development of the science of marketing and the Vijay Mahajan Award for Career Contributions to Marketing Strategy, he has published more than ninety articles and eleven books, including Strategic Market Management, Managing Brand Equity, Building Strong Brands, and Brand Leadership (coauthored with Eric Joachimsthaler).

Bibliographic Details

Title: Building Strong Brands
Publisher: Free Press
Publication Date: 1995
Binding: Hardcover
Condition: Very Good