Managing Brand Equity: Capitalizing on the Value of a Brand Name
David A. Aaker explores how organizations can understand, build, manage, and capitalize on brand equity. Centered on the value of a brand name, this book offers a business-focused perspective for marketers, managers, students, and readers seeking a stronger foundation in strategic brand management.
About This Book
Managing Brand Equity focuses on the value that a brand name can create for an organization.
David A. Aaker examines brand equity as a business and marketing resource that can be developed and managed over time.
The book is suited to readers seeking a clearer understanding of branding, brand management, and the factors that contribute to a brand’s value.
Its subject matter is relevant to business professionals, marketers, students, and anyone interested in the strategic role of brands.
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