Availability: Managing brand equity | Technische Universität München

Managing brand equity: capitalizing on the value of a brand name

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Bibliographic Details
Main Author:	Aaker, David A. 1938- (Author)
Format:	Book
Language:	English
Published:	New York, NY Free Press u.a. 1991
Subjects:	Marcas de fábrica - Evaluación - Estados Unidos Propiedad Intangible - Evaluación - Estados Unidos Management Markenwert Markenpolitik Kapitalisierung Markenartikel USA
Links:	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=004214750&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
Physical Description:	XIII, 299 S. Ill., graph. Darst.
ISBN:	0029001013

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adam_text	Contents Preface and Acknowledgments ix 1. What Is Brand Equity? 1 The Ivory Story The Role of Brands Brand-Building Neglect The Role of Assets and Skills What Is Brand Equity? What Is the Value of a Brand? Brand Value Based upon Future Earnings Issues in Managing Brand Equity The Plan of the Book 2. Brand Loyalty 34 The MicroPro Story Brand Loyalty Measuring Brand Loyalty The Strategic Value of Brand Loyalty Maintaining and Enhancing Loyalty Selling Old Customers Instead of New Ones 3. Brand Awareness 56 The Datsun-Becomes-Nissan Story The GE-Becomes-Black & Decker Story What Is Brand Awareness? How Awareness Works to Help the Brand The Power of Old Brand Names How to Achieve Awareness 4. Perceived Quality 78 The Schlitz Story What Is Perceived Quality? How Perceived Quality Generates Value What Influences Perceived Quality? 5. Brand Associations: The Positioning Decision 104 The Weight Watchers Story Associations, Image, and Positioning How Brand Associations Create Value Types of Associations 6. The Measurement of Brand Associations 130 The Ford Taurus Story What Does This Brand Mean to You? Scaling Brand Perceptions 7. Selecting, Creating, and Maintaining Associations 153 The Dove Story The Honeywell Story Which Associations Creating Associations Maintaining Associations Managing Disasters 8. The Name, Symbol, and Slogan 181 The Volkswagen Story Names Symbols Slogans 9. Brand Extensions: The Good, the Bad, and the Ugly 206 The Levi Tailored Classics Story The Good: What the Brand Name Brings to the Extension More Good: Extensions Can Enhance the Core Brand The Bad: The Name Fails to Help the Extension The Ugly: The Brand Name Is Damaged More Ugly: A New Brand Name Is Foregone How to Go About It Strategy Considerations 10. Revitalizing the Brand 238 The Yamaha Story Increasing Usage Finding New Uses Entering New Markets Repositioning the Brand Augmenting the Product/Service Obsoleting Existing Products with New-Generation Technologies Alternatives to Revitalization: The End Game 11. Global Branding and a Recap 263 The Kal Kan Story The Parker Pen Story A Global Brand? Targeting a Country Analyzing the Context A Recap Notes 277 Index 289
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spellingShingle	Aaker, David A. 1938- Managing brand equity capitalizing on the value of a brand name Marcas de fábrica - Evaluación - Estados Unidos Propiedad Intangible - Evaluación - Estados Unidos Management (DE-588)4037278-9 gnd Markenwert (DE-588)4346474-9 gnd Markenpolitik (DE-588)4144679-3 gnd Kapitalisierung (DE-588)4206416-8 gnd Markenartikel (DE-588)4037584-5 gnd
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title	Managing brand equity capitalizing on the value of a brand name
title_auth	Managing brand equity capitalizing on the value of a brand name
title_exact_search	Managing brand equity capitalizing on the value of a brand name
title_full	Managing brand equity capitalizing on the value of a brand name David A. Aaker
title_fullStr	Managing brand equity capitalizing on the value of a brand name David A. Aaker
title_full_unstemmed	Managing brand equity capitalizing on the value of a brand name David A. Aaker
title_short	Managing brand equity
title_sort	managing brand equity capitalizing on the value of a brand name
title_sub	capitalizing on the value of a brand name
topic	Marcas de fábrica - Evaluación - Estados Unidos Propiedad Intangible - Evaluación - Estados Unidos Management (DE-588)4037278-9 gnd Markenwert (DE-588)4346474-9 gnd Markenpolitik (DE-588)4144679-3 gnd Kapitalisierung (DE-588)4206416-8 gnd Markenartikel (DE-588)4037584-5 gnd
topic_facet	Marcas de fábrica - Evaluación - Estados Unidos Propiedad Intangible - Evaluación - Estados Unidos Management Markenwert Markenpolitik Kapitalisierung Markenartikel USA
url	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=004214750&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
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Call Number:	0002 WIR 820f 2012 A 7432 Floor plan
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