Building Strong Brands

ISBN-13: 9781849830409 / Angielski / Miękka / 2010 / 400 str.

David Aaker

Opis

In this book, Aaker reveals how, in creating a brand's identity, a manager must look beyond a product's physical attributes to consider its emotional benefits and introduce the brand-as-person, brand-as-organisation and brand-as-symbol perspectives.