#590879 in eBooks 2009-12-01 2009-12-01File Name: B002ZJCR140 of 0 people found the following review helpful. Some big brands can teach you what to do and ...By Enrique PascoSome big brands can teach you what to do and what not to do, this book was my bible during my branding course. Takes time to build a strong brand, takes years to maintain brand equity, buta takes seconds to bring a brand down.1 of 1 people found the following review helpful. insightful bookBy J_FifI purchased this book for my brand strategy class at NYU and I found it to be extremelyA fascinating, practical, and insightful book that brilliantly examines the ''assets'' that define brand equity to create, develop, market, and manage brands strategically in the 1990s. ---- Vijay Mahajan, The University of Texas at Austin John O'ToolePresident, American Association of AdvertisingThe most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David Aaker, a national authority on branding. Yet, research shows that managers cannot identify with confid...
You can specify the type of files you want, for your device.Managing Brand Equity: Capitalizing on the Value of a Brand Name | . I really enjoyed this book and have already told so many people about it!
