In 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 Aaker uses real brand-building cases from Saturn, GE, Kodak, and others to demonstrate how the best brand managers create brand equity.
Published: Tuesday, December 12, 1995
Published by: Free Press
Available in: Hardcover (9780029001516)