Managing Brand Equity: Capitalizing on the Value of a Brand Name

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Managing Brand Equity: Capitalizing on the Value of a Brand Name - Aaker, David A

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 ...

Managing Brand Equity: Capitalizing on the Value of a Brand Name 1991, Free Press, New York, NY

ISBN-13: 9780029001011

Hardcover

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