"Markenpolitik." . . "Valoración Estados Unidos Estados Unidos Administración." . . "Produits de marque États-Unis Gestion." . . "Markenwert." . . "Bedrijfsbeleid." . . "Propiedad intelectual Evaluación Estados Unidos." . . "Biens incorporels Évaluation Gestion États-Unis." . . "Propiedad Intangible Evaluación Estados Unidos." . . "Propiedad Intangible - Evaluación - Estados Unidos." . "Productos de Marcas Valoración Estados Unidos Administración." . . "marque de commerce propriété intellectuelle et industrielle." . . "reklame" . . "Biens incorporels France Gestion." . . "Marcas de comercio Evaluación Estados Unidos." . . "Propiedad Intangible." . . "USA." . . "marketing marque de commerce." . . "Marques de commerce." . . "Marcas de comercio." . . "Marcas Registradas." . . "Marktwaarde." . . "Logotypes." . . "Management." . . "Merkartikelen." . . "BIens incorporels Evaluation Etats-Unis." . . "Marcas de fábrica Evaluación Estados Unidos." . . "Marcas de fábrica - Evaluación - Estados Unidos." . "Produits de marque France Gestion." . . "Logotypes Gestion." . . . . "Towary markowe Stany Zjednoczone zarządzanie." . . "Marque commerciale." . . "Béns immaterials Valoració Estats Units d'Amèrica Direcció i administració." . . "Wettbewerbsvorteil." . . "Produits de marque." . . "Imagen corporativa." . . "mærkevarer" . . "Marques de fàbrica." . . "PROPIEDAD VALORACION ESTADOS UNIDOS DIRECCION Y ADMINISTRACION." . . "Merknamen." . . "Productes de marca Valoració Estats Units d'Amèrica Direcció i administració." . . "Propriété industrielle." . . "Verenigde Staten." . . "Kapitalisierung." . . "produktforskning" . . . . . . . . "Guan li pin pai zi chan / Managing brand equity / David A. Aaker" . . . . . . . "Gestión del valor de la marca : capitalizar el valor de la marca" . "Gestión del valor de la marca : capitalizar el valor de la marca"@es . . . . . . . . . . . . . "Managing brand equity capitalizing on the value of a brand name" . "Managing brand equity capitalizing on the value of a brand name"@en . . . . "管理品牌资产 / Managing brand equity / David A. Aaker" . . . . . . . . . . "Managing brand equity : Capitalizing on the value of a brand name" . . . . . "Le Management du capital-marque : Analyser, développer et exploiter la valeur des marques" . . . . . . . . . . . . . . . . . . "The most important assets of any business are intangible: its company name, brands, symbols and slogans and their underlying association, perceived quality, name awareness, and customer base. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David Aaker, a national authority on branding. Yet, research shows that managers cannot identify with confidence their brand associations, level of consumer awareness, or degree of customer loyalty. Moreover, in the last decade, managers desperate for short-term financial results have often unwittingly damaged their brands through price promotions and unwise brand extensions, causing irreversible deterioration of the value of the brand name." . . . . . . . . . "Managing brand equity"@en . "Managing brand equity : capitalizing on the value of a brand name" . . . . "Managing brand equity : capitalizing on the value of the brand name" . . . . . . . . . "Management des Markenwerts" . . . . . . . . . . . . . . . . . . . . . . "The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David Aaker, a national authority on branding. Yet, research shows that managers cannot identify with confidence their brand associations, levels of consumer awareness, or degree of customer loyalty. Moreover in the last decade, managers desperate for short-term financial results have often unwittingly damaged their brands through price promotions and unwise brand extensions, causing irreversible deterioration of the value of the brand name. Although several companies, such as Canada Dry and Colgate-Palmolive, have recently created an equity management position to be guardian of the value of brand names, far too few managers, Aaker concludes, really understand the concept of brand equity and how it must be implemented. In a fascinating and insightful examination of the phenomenon of brand equity, Aaker provides a clear and well-defined structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets, which will clarify for managers exactly how brand equity does contribute value. The author opens each chapter with a historical analysis of either the success or failure of a particular company's attempt at building brand equity: the fascinating Ivory soap story; the transformation of Datsun to Nissan; the decline of Schlitz beer; the making of the Ford Taurus; and others. Finally, citing examples from many other companies, Aaker shows how to avoid the temptation to place short-term performance before the health of the brand and, instead, to manage brands strategically by creating, developing, and exploiting each of the five assets in turn."@en . "Electronic books"@en . . . . . . . . . "Marcas de empresas." . . "BUSINESS & ECONOMICS / Marketing / General." . . "Produits de marque Gestion États-Unis." . . "Positionnement (Publicité)" . . "Biens incorporels États-Unis Gestion." . . "Logos (Symboles) Gestion." . . "Markenartikel." . . "Produits de marque États-Unis." . . "Etats-Unis." . . "Product Line Management organization & administration." . . "Dobra niematerialne ocena Stany Zjednoczone." . . "Intangible Valuation United States Management." . . "Marketing organization & administration." . . "kvalitetsvarer" . . "Marques de commerce France Gestion." . . "Consommateurs Préférence." . . "Product Line Management economics." . . "Marke." . . "Produits commerciaux États-Unis Gestion." . . "Productos de marca Comercialización." . . "Marketing." . . "Business." . . "Marques de commerce États-Unis Gestion." . . "Marques comercials Estats Units d'Amèrica." . .