• Corpus ID: 166650106

Building Strong Brands

@inproceedings{Aaker1995BuildingSB,
  title={Building Strong Brands},
  author={David A. Aaker},
  year={1995}
}
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 demonstrate how strong brands have been… 
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