Brand Leadership by David A. Aaker
Building Assets in an Information Economy

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Brand equity is more than just a hot trend--it is one of the most crucial elements to thriving and surviving in today's global marketplace. David A. Aaker, who Brandweek calls "the dean of the brand-equity movement," and Erich Joachimsthaler are two widely respected experts on branding who have successfully guided hundreds of managers through the intricacies of branding with their revolutionary and groundbreaking techniques. Now Aaker and Joachimsthaler prepare managers for the next level of brand management with Brand Leadership.

About David A. Aaker

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David A. Aaker is vice chairmanof Prophet Brand Strategy, an executiveadvisor to Dentsu Inc., and Professor Emeritus of Marketing Strategy at the Haas School of Business, University of California, Berkeley.
Published September 1, 2000 by Free Press.
Genres: Business & Economics. Non-fiction

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