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TitleBrand leadership
Author 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


Brand name products -- United States -- Management

LOCATIONCALL#STATUS
Sasin Library658.827 A111B 2000CHECK SHELVES
Communication Arts Library658.827 A111B 2000CHECK SHELVES

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