Brand equity. La gestione del valore della marca

Synopsis of Brand equity. La gestione del valore della marca

«Brand equity. La gestione del valore della marca» is David A. Aaker's brand management essay, in paperback, published by Franco Angeli.

The book starts from a paradox: companies often lack reliable tools to measure their brand associations, consumer awareness, and degree of loyalty. Through real cases of success and failure, each chapter examines how brand equity is built and managed and which decisions strengthen or undermine it.

Text in Italian. 352 pages. Part of the «Impresa, comunicazione, mercato» collection, edited by Giampaolo Fabris. Fourth edition.

Aimed at marketing professionals and business students who want to understand the strategic construction of brand equity.