Managing brand equity : capitalizing on the value of a brand name / Aaker, David A.

harder -- Brand personality -- Moving people -- Art or pollution -- Launch -- Credits.

billionaire everyone recognizes, the only one whose name is its own global brand. But, for all the ink that

with technology -- Stake a hometown claim -- Innovate the mundane -- Market your brand, inside and out

public relations -- Connecting with moms through brand experiences -- Moms online and unplugged

; Creating a global enterprise ; Reviving the brand ; Resetting the corporate compensation philosophy ; Back

the Radar -- Using Word of Mouth to Get Under the Radar -- Brand Planning: The Road Map for Getting

calls -- Bull -- God's little agency -- The tie-ins that bind -- The brand with two brains -- Whom Ma