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Building Strong Brands
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Building Strong Brands
By
David A. Aaker
As industries turn increasingly hostile, it is clear that strong brand-skills needed to survive and prosper. In David Aaker's groundbreaking 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 Aaker uses real brand-building cases from The Body Shop, Kodak, Harley-Davidson, Smirnoff, McDonald's, and others to demonstrate how strong brands have been created and managed.
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