Title:
Brand leadership
Author:
Aaker, David A.
ISBN:
9780684839240
9780684866451
Personal Author:
Publication Information:
New York : Free Press, 2000.
Physical Description:
xii, 351 pages : illustrations ; 25 cm
Contents:
Part I. Introduction : 1. Brand leadership: the new imperative -- Part II. Brand identity : 2. Brand identity : the cornerstone of brand strategy -- 3. Clarifying and elaborating the brand identity -- Part III. Brand architecture: achieving clarity, synergy, and leverage : 4. The brand relationship spectrum -- 5. Brand architecture -- Part IV. Building brands: beyond advertising : 6. Adidas and Nike: lessons in building brands -- 7. Building brands: The role of sponsorship -- 8. Building brands: the role of the Web -- 9. Building brands: beyond media advertising -- Part V: Organizing for brand leadership : 10. Global brand leadership: not global brands.
Subject Term:
Added Author:
Electronic Access:
Sample text http://catdir.loc.gov/catdir/samples/simon031/99089668.htmlTable of contents http://catdir.loc.gov/catdir/enhancements/fy0631/99089668-t.html
Contributor biographical information http://catdir.loc.gov/catdir/bios/simon051/99089668.html
Publisher description http://catdir.loc.gov/catdir/description/simon033/99089668.html