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Brand Equity & Advertising
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Pages: 406
Authors: David A. Aaker
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Type: BOOK - Published: 2013-10-31 - Publisher: Psychology Press

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The tenth annual Advertising and Consumer Psychology Conference held in San Francisco focused on branding -- a subject generating intense interest both in acade
Managing Brand Equity
Language: en
Pages: 334
Authors: David A. Aaker
Categories: Business & Economics
Type: BOOK - Published: 2009-12-01 - Publisher: Simon and Schuster

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The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality,
The SAGE Handbook of Advertising
Language: en
Pages: 513
Authors: Gerard J Tellis
Categories: Business & Economics
Type: BOOK - Published: 2007-10-24 - Publisher: SAGE

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′In this era of ′snackable′ content which satisfies only in the moment, it′s great to have a comprehensive Advertising Handbook which one can consult re
What is Brand Equity, Anyway?
Language: en
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Building Strong Brands
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Type: BOOK - Published: 2012-10-01 - Publisher: Simon and Schuster

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As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's pathbreaking book, MA