Building strong brands /
Aaker, David A.,
Building strong brands / David A. Aaker. - ix, 380 pages : illustrations ; 20 cm
Originally published: London: Free, 1996.
Includes bibliographical references and index.
In this book, Aaker reveals how, in creating a brand's identity, a manager must look beyond a product's physical attributes to consider its emotional benefits and introduce the brand-as-person, brand-as-organisation and brand-as-symbol perspectives.
1849830401 9781849830409
Brand name products--Management
658.827
Building strong brands / David A. Aaker. - ix, 380 pages : illustrations ; 20 cm
Originally published: London: Free, 1996.
Includes bibliographical references and index.
In this book, Aaker reveals how, in creating a brand's identity, a manager must look beyond a product's physical attributes to consider its emotional benefits and introduce the brand-as-person, brand-as-organisation and brand-as-symbol perspectives.
1849830401 9781849830409
Brand name products--Management
658.827