Building Strong Brands by David A. Aaker

Jun 28th, 2015
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Alabama State University
Course: general
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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.

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Building Strong BrandsbyDavid A. AakerAs 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 compan

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