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Managing Brand Equity
David A. Aaker
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Managing Brand Equity
David A. Aaker
An examination of the phenomenon of brand equity, providing a structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets: company name; brands, symbols and slogans; perceived quality; name awareness; and customer base.
299 pages
| Mídia | Livros Hardcover Book (Livro com lombada e capa dura) |
| Lançado | 9 de setembro de 1991 |
| ISBN13 | 9780029001011 |
| Editoras | John Wiley & Sons Inc |
| Páginas | 299 |
| Dimensões | 162 × 244 × 27 mm · 517 g |
| Idioma | English |
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