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MANAGING BRAND EQUITY


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Sinopse

In this examination of the phenomenon of brand equity, Aaker provides a clear structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets, which will clarify for managers exactly how brand equity does contribute value. The author opens each chapter with a historical analysis of either the success or failure of a particular company's attempt at building brand equity - the fascinating Ivory soap story; the transformation of Datsun to Nissan; the decline of Schlitz beer; the making of theFord Taurus; and others. Finally, citing examples from many other companies, Aaker shows how to avoid the temptation to place short-term performance before the health of the brand and, instead, to manage brands strategically by creating, developing, and exploiting each of the five assets in turn.

Detalhes do Produto

    • Ano:  1991
    • País de Produção: United States
    • Código de Barras:  9780029001011
    • ISBN:  0029001013
    • Encadernação:  CAPA DURA C/SOBRECAP
    • Peso: 0.60 kg
    • Complemento:  NENHUM
    • Nº de Páginas:  306

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