A dozen management fads have come and gone in the past decade, but brand equity, first explored by David Aaker in the late 1980s, has exploded in importance. Recognized by "Brandweek" as "the dean of the brand-equity movement," Aaker now prepares managers for the next level of the brand revolution -- brand leadership.For the first time, Aaker and coauthor Erich Joachimstha...more
Hardcover, 351 pages
Published March 6th 2000 by Free Press
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Mar 28, 2013 Vassilena Valchanova rated it 3 of 5 stars · review of another edition
Although it's somewhat boring, the book may be quite useful. It is part of the "Old School" in marketing and branding, but the basics are the same, anyway, adn you can surely learn the basics from Aaker. Overall, a nice read.