Managing brand equity : capitalizing on the value of a brand name /
| Основен автор: | Aaker, David A. |
|---|---|
| Формат: | Книга |
| Език: | English |
| Публикувано: |
New York : Toronto : New York :
Free Press ; Maxwell Macmillan Canada ; Maxwell Macmillan International,
©1991.
|
| Предмети: | |
| Онлайн достъп: |
Sample text Table of contents Table of contents Contributor biographical information Publisher description |
| Подобни документи: |
Online version::
Managing brand equity. |
Съдържание:
- What Is Brand Equity?
- The Ivory Story
- The Role of Brands
- Brand-Building Neglect
- The Role of Assets and Skills
- What Is Brand Equity?
- What Is the Value of a Brand?
- Brand Value Based upon Future Earnings
- Issues in Managing Brand Equity
- The Plan of the Book
- Brand Loyalty
- The Micro Pro Story
- Brand Loyalty
- Measuring Brand Loyalty
- The Strategic Value of Brand Loyalty
- Maintaining and Enhancing Loyalty
- Selling Old Customers Instead of New Ones
- Brand Awareness
- The Datsun-Becomes-Nissan Story
- The GE-Becomes-Black and Decker Story
- What is Brand Awareness?
- How Awareness Works to Help the Brand
- The Power of Old Brand Names
- How to Achieve Awareness
- Perceived Quality
- The Schlitz Story
- What Is Perceived Quality?
- How Perceived Quality Generates Value
- What Influences Perceived Quality?
- Brand Associations: The Positioning Decision
- The Weight Watchers Story
- Associations, Image, and Positioning
- How Brand Associations Create Value
- Types of Associations
- The Measurement of Brand Associations
- The Ford Taurus Story
- What Does This Brand Mean to You?
- Scaling Brand Perceptions
- Selecting, Creating, and Maintaining Associations
- The Dove Story
- The Honeywell Story
- Which Associations
- Creating Associations
- Maintaining Associations
- Managing Disasters
- The Name, Symbol, and Slogan
- The Volkswagen Story
- Names
- Symbols
- Slogans
- Brand Extensions: The Good, the Bad, and the Ugly
- The Levi Tailored Classics Story.