Management fads come and go, but branding is here to stay. This is a top to bottom guide to taking the lead in the battle of the brands, and keeping it, from the author of 'Building Strong Brands'.
Management fads come and go, but branding is here to stay. This is a top to bottom guide to taking the lead in the battle of the brands, and keeping i...
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.
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 ...
