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Brand leadership /

By: Aaker, David A.
Contributor(s): Joachimsthaler, Erich, 1956-.
Publisher: New York : Free Press, 2000Description: xii, 351 p. : ill. ; 25 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 0684839245; 9780684839240; 0684866455; 9780684866451.Subject(s): Branding (Marketing) | Brand name products -- United States -- Management | MarketingDDC classification: 658.827
Contents:
Part I. Introduction : 1. Brand leadership: the new imperative -- Part II. Brand identity : 2. Brand identity : the cornerstone of brand strategy -- 3. Clarifying and elaborating the brand identity -- Part III. Brand architecture: achieving clarity, synergy, and leverage : 4. The brand relationship spectrum -- 5. Brand architecture -- Part IV. Building brands: beyond advertising : 6. Adidas and Nike: lessons in building brands -- 7. Building brands: The role of sponsorship -- 8. Building brands: the role of the Web -- 9. Building brands: beyond media advertising -- Part V: Organizing for brand leadership : 10. Global brand leadership: not global brands.
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Holdings
Item type Current library Call number Copy number Status Date due Barcode Item holds
Standard Loan Standard Loan ATU Sligo Yeats Library Main Lending Collection 658.827 AAK (Browse shelf(Opens below)) 1 Available 0069246
Total holds: 0

Includes bibliographical references (p. 331-335) and index.

Part I. Introduction : 1. Brand leadership: the new imperative -- Part II. Brand identity : 2. Brand identity : the cornerstone of brand strategy -- 3. Clarifying and elaborating the brand identity -- Part III. Brand architecture: achieving clarity, synergy, and leverage : 4. The brand relationship spectrum -- 5. Brand architecture -- Part IV. Building brands: beyond advertising : 6. Adidas and Nike: lessons in building brands -- 7. Building brands: The role of sponsorship -- 8. Building brands: the role of the Web -- 9. Building brands: beyond media advertising -- Part V: Organizing for brand leadership : 10. Global brand leadership: not global brands.

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