TY  - BOOK
TI  - Building Strong Brands 
SN  - 9781849830409
U1  -  658.827 
PY  - 2010///
CY  - London
PB  - Pocket Books
KW  - Marketing, Brands
N1  - Includes index
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  -