Aaker, David A.
Brand leadership / David A. Aaker, Erich Joachimsthaler. - New York : Free Press, c2000. - xii, 351 p. : ill. ; 25 cm.
Includes bibliographical references (p. 331-335) and index.
Introduction. Brand Leadership - The New Imperative -- Brand Identity. Brand Identity - The Cornerstone of Brand Strategy. Clarifying and Elaborating the Brand Identity -- Brand Architecture: Achieving Clarity, Synergy, and Leverage. The Brand Relationship Spectrum. Brand Architecture -- Building Brands: Beyond Advertising. Adidas and Nike - Lessons in Building Brands. Building Brands - The Role of Sponsorship. Building Brands - The Role of the Web. Building Brands - Beyond Media Advertising -- Organizing for Brand Leadership. Global Brand Leadership - Not Global Brands. Pt. I. 1. Pt. II. 2. 3. Pt. III. 4. 5. Pt. IV. 6. 7. 8. 9. Pt. V. 10.
0684839245
99089668
Brand name products--Management.--United States
HD69.B7 / A215 2000
658.8/27
Brand leadership / David A. Aaker, Erich Joachimsthaler. - New York : Free Press, c2000. - xii, 351 p. : ill. ; 25 cm.
Includes bibliographical references (p. 331-335) and index.
Introduction. Brand Leadership - The New Imperative -- Brand Identity. Brand Identity - The Cornerstone of Brand Strategy. Clarifying and Elaborating the Brand Identity -- Brand Architecture: Achieving Clarity, Synergy, and Leverage. The Brand Relationship Spectrum. Brand Architecture -- Building Brands: Beyond Advertising. Adidas and Nike - Lessons in Building Brands. Building Brands - The Role of Sponsorship. Building Brands - The Role of the Web. Building Brands - Beyond Media Advertising -- Organizing for Brand Leadership. Global Brand Leadership - Not Global Brands. Pt. I. 1. Pt. II. 2. 3. Pt. III. 4. 5. Pt. IV. 6. 7. 8. 9. Pt. V. 10.
0684839245
99089668
Brand name products--Management.--United States
HD69.B7 / A215 2000
658.8/27