ESCP Europe

Item type

Book

Language

anglais

Pages

ix, 380 p.

Publication year

1996

ISBN

0-02-900151-X

Content notes

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 & market --- 11. Organizing for brand building.

"As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's pathbreaking 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." - from book jacket.

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 & market --- 11. Organizing for brand building..