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Book Summary
In a fascinating and insightful examination of the phenomenon of brand equity,
Aaker provides a clear and well-defined structure of the relationship between a
brand and its symbol and slogan, as well as each of the five underlying assets,
which will clarify for managers exactly how brand equity does contribute value.
The most important assets of any business are intangible: its company name,
brands, symbols, and slogans, and their underlying associations, perceived
quality, name awareness, customer base, and proprietary resources such as
patents, trademarks, and channel relationships. These assets, which comprise
brand equity, are a primary source of competitive advantage and future earnings,
contends David Aaker, a
- ISBN-13
- 9780029001011
- Language
- English
- Binding
- Hard Bound
- Publisher
- The Free Press
- Publishing Date
- 1991-09-09
- Product Edition
- 1
Managing Brand Equity Capitalizing On The Value Of A Brand Name
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Product Specifications
Book Summary
In a fascinating and insightful examination of the phenomenon of brand equity,
Aaker provides a clear and well-defined structure of the relationship between a
brand and its symbol and slogan, as well as each of the five underlying assets,
which will clarify for managers exactly how brand equity does contribute value.
The most important assets of any business are intangible: its company name,
brands, symbols, and slogans, and their underlying associations, perceived
quality, name awareness, customer base, and proprietary resources such as
patents, trademarks, and channel relationships. These assets, which comprise
brand equity, are a primary source of competitive advantage and future earnings,
contends David Aaker, a
Book Specifications
- ISBN-13
- 9780029001011
- Language
- English
- Binding
- Hard Bound
- Publisher
- The Free Press
- Publishing Date
- 1991-09-09
- Product Edition
- 1