Building strong brands
Nuestra clasificación
4.00 de 5.00


Building strong brands |

Proveedor
David Aaker
Precio habitual
RD$ 150.00
Precio de venta
RD$ 150.00
Precio habitual
Agotado
Precio unitario
Los gastos de envío se calculan en la pantalla de pagos.
Cantidad de páginas: 380
Modalidad de adquisición: INTERCAMBIO

In this compelling work, Aaker uses real brand-building cases from Saturn, General Electric, Kodak, Healthy Choice, McDonald's, and others to demonstrate how strong brands have been created and managed.

As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's pathbreaking book, Managing Brand Equity, managers discovered the value of a brand as a strategic asset and a company's primary source of competitive advantage. Now, in this compelling new work, Aaker uses real brand-building cases from Saturn, General Electric, Kodak, Healthy Choice, McDonald's, and others to demonstrate how strong brands have been created and managed.

A common pitfall of brand strategists is to focus on brand attributes. Aaker shows how to break out of the box by considering emotional and self-expressive benefits and by introducing the brand-as-person, brand-as-organization, and brand-as-symbol perspectives. The twin concepts of brand identity (the brand image that brand strategists aspire to create or maintain) and brand position (that part of the brand identity that is to be actively communicated) play a key role in managing the "out-of-the-box" brand.

Etiquetado como: Marketing  Negocios 


Es posible que la portada mostrada no coincida con la del libro que te estaremos intercambiando. Esperamos que esto no sea un problema para ti.