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Building strong brands / David A. Aaker.

By: Material type: TextTextPublication details: London : Free, 2002.Description: ix, 380 p. : ill., facsims. ; 24 cmISBN:
  • 9780743232135 (pbk.) :
  • 002900151X
Subject(s): DDC classification:
  • 658.827 AAK
LOC classification:
  • HD69.B7
Contents:
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.
Summary: 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.
Holdings
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.

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