MANAGING BRAND EQUITY - AAKER, DAVID A (FREE PRESS)
Keywords: Preface and Acknowledgments What Is Brand Equity? 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 Brand Loyalty 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 Brand Awareness The Datsun-Becomes-Nissan Story The GE-Becomes-Black & Decker Story