Building strong brands / David A. Aaker.
Material type: TextPublication details: London : Free, 2002.Description: ix, 380 p. : ill., facsims. ; 24 cmISBN:- 9780743232135 (pbk.) :
- 002900151X
- 658.827 AAK
- HD69.B7
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Long Loan | TUS: Midlands, Main Library Athlone General Lending | 658.827 AAK (Browse shelf(Opens below)) | 1 | Available | 122852 | ||
Long Loan | TUS: Midlands, Main Library Athlone General Lending | 658.827 AAK (Browse shelf(Opens below)) | 1 | Available | 110436 |
Originally published: 1996.
Includes bibliographical references and index.
What is a strong brand? -- The Kodak story -- The Saturn story -- The brand identity system -- Organizational associations -- The Body Shop story -- Brand personality -- The Harley-Davidson story -- Identity implementation -- Brand strategies over time -- The General Electric story -- The Smirnoff story -- Managing brand systems -- Leveraging the brand -- The Healthy Choice story -- The Kingsford Charcoal story -- Measuring brand equity across products & markets -- Organizaing for brand building.
In this book, Aaker reveals how, in creating a brand's identity, a manager must look beyond a product's physical attributes to consider its emotional benefits and introduce the brand-as-person, brand-as-organisation and brand-as-symbol perspectives.