Brand Equity & Advertising: Advertising's Role in Building Strong Brands (Advertising and Consumer Psychology)
Author: David A. Aaker, Alexander L. Biel
List Price: $55.00
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ISBN: 0805812849
Publisher: Lawrence Erlbaum Assoc (April, 1993)
Sales Rank: 51,218
Average Customer Rating: 5 out of 5
Customer Reviews
Rating: 5 out of 5
A turning point in the genre of brand communications
This book does not really adress questions like how does the brand fit with strategy or an organisation's core competences. But it does a superb job of illustrating the huge variety of ways that creativity can be embedded into a brand's communication relationships with consumers. If you're interested in forming an e-mail discussion group on this or other outstanding books on branding contact me. Chris Macrae, editor of Brand Chartering Handbook and MELNET www.brad.ac.uk/branding/ E-mail me at wcbn007@easynet.co.uk Similar Products
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