by David A. Aaker · Jossey-Bass Inc.,U.S. · tapa dura · ISBN 9780029001011
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«Managing Brand Equity» is David A. Aaker's brand management essay, published by Jossey-Bass Inc.,U.S. in hardback (299 pages, in English).
David A. Aaker argues that a company's essential assets are intangible: name, brands, symbols, slogans, perceived quality, brand awareness, and customer base. The book breaks down brand equity into five components and explains how each generates competitive advantage and profits, with cases such as Ivory, Datsun, Schlitz, and Ford Taurus.
The work's subtitle is «Capitalizing on the Value of a Brand Name»; the original edition is from 1991. Includes bibliographic references and an index.
Aimed at marketing professionals, managers, and business management students interested in brand strategy.
David Allen Aaker is an American organizational theorist, consultant and Professor Emeritus at the University of California, Berkeley's Haas School of Business, a specialist in marketing with a focus on brand strategy. He serves as Vice Chairman of the San Francisco-based growth consulting company Prophet.
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