Browsing by Subject "Intangible property"

Now showing items 1-2 of 2

    • Building strong brands 

      Aaker, David A. (Free Press, 1996)
      In David 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, in this compelling new work, Aaker uses ...

    • Managing brand equity : capitalizing on the value of a brand name 

      Aaker, David A. (Free Press, 1991)
      The author opens each chapter with a historical analysis of either the success or failure of a particular company's attempt at building brand equity: the fascinating Ivory soap story; the transformation of Datsun to Nissan; ...