Building Strong Brands

Building Strong Brands

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作者: David A. Aaker （戴维·A·艾克）著

出版社: Simon & Schuster

出版时间: 1995-12

ISBN: 9780029001516

定价: 237.20

装帧: 精装

开本: 其他

纸张: 胶版纸

页数: 400页

正文语种: 英语

分类: 外文古旧书>英文书>经济

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Using real brand-building cases, this book describes how, in creating a brand's identity, a manager must look beyond a product's physical attributes to consider its emotional benefits, and infuse the perspective of "the brand-as-a-country-or-region". David Allen Aaker (born 1938) is a consultant and author on the field of marketing, particularly in the area of brand strategy. He is currently the Vice Chairman of Prophet, a global brand and marketing consultancy firm, Professor Emeritus at the Haas School of Business of the University of California, Berkeley and an advisor to Dentsu, a major Japanese advertising agency. He has been called the 'father of branding and blogs on Aaker on Brands.
内容简介:
Using real brand-building cases, this book describes how, in creating a brand's identity, a manager must look beyond a product's physical attributes to consider its emotional benefits, and infuse the perspective of "the brand-as-a-country-or-region".
作者简介:
David Allen Aaker (born 1938) is a consultant and author on the field of marketing, particularly in the area of brand strategy. He is currently the Vice Chairman of Prophet, a global brand and marketing consultancy firm, Professor Emeritus at the Haas School of Business of the University of California, Berkeley and an advisor to Dentsu, a major Japanese advertising agency. He has been called the 'father of branding and blogs on Aaker on Brands.

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