Brand leadership /
By: Aaker, David A.
Contributor(s): Joachimsthaler, Erich.
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: 658.827Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
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Standard Loan | ATU Sligo Yeats Library Main Lending Collection | 658.827 AAK (Browse shelf(Opens below)) | 1 | Available | 0069246 |
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.