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Book Categories |
Preface | ||
1 | What is a Strong Brand? | 1 |
2 | The Saturn Story | 37 |
3 | The Brand Identity System | 67 |
4 | Organizational Associations | 107 |
5 | Brand Personality | 137 |
6 | Identity Implementation | 175 |
7 | Brand Strategies Over Time | 207 |
8 | Managing Brand Systems | 239 |
9 | Leveraging the Brand | 269 |
10 | Measuring Brand Equity Across Products & Markets | 303 |
11 | Organizing for Brand Building | 339 |
Notes | 359 | |
Index | 367 | |
About the Author | 381 |
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Add Building Strong Brands, As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's pathbreaking book, Managing Brand Equity, managers discovered the value of a brand as a strategic asset , Building Strong Brands to the inventory that you are selling on WonderClubX
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Add Building Strong Brands, As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's pathbreaking book, Managing Brand Equity, managers discovered the value of a brand as a strategic asset , Building Strong Brands to your collection on WonderClub |