Managing Brand Equity

Managing Brand Equity

Editorial Reviews
Review
John O'Toole

President, American Association of Advertising Agencies

Aaker presents the critical importance of brands, and intelligent counsel on how to create, nurture, and evaluate them. This could be the book that finally directs the attention of American business away from quarterly earnings statements and onto permanent growth.

William Wells

Executive Vice-President, DDB Needham Worldwide

Brand equity is among the hottest topics in advertising and marketing today. This book is the most comprehensive and most insightful source available.

Peter S. Sealey

Senior Vice-President and Director, Global Marketing, The Coca-Cola Company

Highly readable and packed with useful information...Aaker captures the very essence of brand equity in this first class work. Every marketing professional in America should read this book and take its message to heart.

David E. R. Dangoor,

Senior Vice-President, Marketing, Philip Morris

Properly managed, no equity can yield a better return over time than a trademark -- David Aaker's book is an excellent tool to assist both students and the experienced to understand more about the complexities, sensitivities, and opportunities in the area.

Vijay Mahajan

The University of Texas at Austin

A fascinating, practical, and insightful book that brilliantly examines the "assets" that define brand equity to create, develop, market, and manage brands strategically in the l990s.

Review
Vijay Mahajan The University of Texas at Austin A fascinating, practical, and insightful book that brilliantly examines the "assets" that define brand equity to create, develop, market, and manage brands strategically in the l990s.

Managing Brand Equity

Managing Brand Equity,David A. Aaker,Free Press,0029001013,Brand name products,Business / Economics / Finance,Business/Economics,Consumer Behavior - General,Intangible property,Management,Management - General,Marketing,Marketing - General,United States,Valuation,Advertising,Business & Economics / Marketing / General,Business strategy

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