TY  - BOOK
AU  - Aaker, David A.
TI  - Building Strong Brands
SN  - 9781849830409
U1  - 658.827 AAK 2010 
PY  - 2010///
CY  - United Kingdom
PB  - SIMON & SCHUSTER
KW  - Sales and marketing
KW  - Strong Brands
N1  - Paperback / softback
N2  - 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 and a company's primary source of competitive advantage. Now, in this compelling new work, Aaker uses real brand-building cases from Saturn, General Electric, Kodak, Healthy Choice, McDonald's, and others to demonstrate how strong brands have been created and managed
ER  -