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, MANAGING BRAND EQUITY, managers
discovered the value of a brand as a strategic asset and a
company's primary source of competitive advantage. Now, in this
compelling new work, Aaker uses real brand-building cases from
Saturn, General Electric, Kodak, Healthy Choice, McDonald's, and
others to... more...