Building Strong Brands Aaker David A.
Building Strong Brands Aaker David A. In this compelling work, Aaker uses real brand-building cases from Saturn, General Electric, Kodak, Healthy Choice, McDonald's, and others to demonstrate how…
Specifikacia Building Strong Brands Aaker David A.
<strong>Buildingstrong> Strong Brands Aaker David A.
In this compelling work, Aaker uses real brand-<strong>buildingstrong> cases from Saturn, General Electric, Kodak, Healthy Choice, McDonald's, and others to demonstrate how strong brands have been created and managed.As industries turn increasingly hostile, it is clear that strong brand-<strong>buildingstrong> skills are needed to survive and prosper. Now, in this compelling new work, Aaker uses real brand-<strong>buildingstrong> cases from Saturn, General Electric, Kodak, Healthy Choice, McDonald's, and others to demonstrate how strong brands have been created and managed.A common pitfall of brand strategists is to focus on brand attributes. 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.
Aaker shows how to break out of the box by considering emotional and self-expressive benefits and
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