Brand leadership /
by Aaker, David A.
Published by : Free Press, (New York :) Physical details: xii, 351 p. : ill. ; 25 cm. ISBN:0684839245. Year: 2000| Item type | Current location | Collection | Call number | Copy number | Status | Date due | Barcode |
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Business Library Circulation | Non-fiction | 658.8/27 (Browse shelf) | 1 | Available | BL0001015 | |
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Business Library Circulation | Non-fiction | 658.8/27 (Browse shelf) | 2 | Available | BL0001042 | |
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Business Library Circulation | Non-fiction | 658.8/27 (Browse shelf) | 3 | Available | BL0000910 |
Includes bibliographical references (p. 331-335) and index.
Pt. I. Introduction. 1. Brand Leadership - The New Imperative -- Pt. II. Brand Identity. 2. Brand Identity - The Cornerstone of Brand Strategy. 3. Clarifying and Elaborating the Brand Identity -- Pt. III. Brand Architecture: Achieving Clarity, Synergy, and Leverage. 4. The Brand Relationship Spectrum. 5. Brand Architecture -- Pt. IV. Building Brands: Beyond Advertising. 6. Adidas and Nike - Lessons in Building Brands. 7. Building Brands - The Role of Sponsorship. 8. Building Brands - The Role of the Web. 9. Building Brands - Beyond Media Advertising -- Pt. V. Organizing for Brand Leadership. 10. Global Brand Leadership - Not Global Brands.
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