Building strong brands
Aaker, David A. (David Allen), 1938-2010
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In this book, Aaker reveals how, in creating a brand's identity, a manager must look beyond a product's physical attributes to consider its emotional benefits and introduce the brand-as-person, brand-as-organisation and brand-as-symbol perspectives.
Main title:
Building strong brands / David A. Aaker.
Imprint:
London : Pocket, 2010.
Collation:
ix, 400 p. : ill. ; 20 cm.
Notes:
Originally published: New York: Free, 1996; London: Free, 2002.Includes bibliographical references and index.
ISBN:
9781849830409 (pbk)
Dewey class:
658.827658.827
Language:
English
BRN:
1748080