Author | Aaker, David A |
---|
Title | Brand leadership / David A. Aaker, Erich Joachimsthaler |
---|
Imprint |
New York : Free Press, c2000 |
---|
Descript |
xii, 351 p |
---|
|
CONTENT
Brand leadership-the new imperative -- Brand identity- the cornerstone of brand strategy -- Clarifying and elaborating the brand identity -- The brand relationship spectrum -- Brand architecture -- Adidas and Nike - lessons in building brands -- Building brands - the role of sponsorship -- Building brands - the role of the Web -- Building brands - beyond media advertising -- Global brand leadership - not global brands
SUBJECT
-
Brand name products -- United States -- Management
LOCATION | CALL# | STATUS |
---|
Sasin Library | 658.827 A111B 2000 |
CHECK SHELVES
|
Communication Arts Library | 658.827 A111B 2000 |
CHECK SHELVES
|