David A. Aaker
Description
The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived
...
quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings. Few people understand brand equity and how it must be implemented. Provides a clear and well-defined structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets, which clarifies exactly how brand equity does contribute value. Illustrated.
Read more