AnyBook4Less.com - ISBN: 0805812849 - Brand Equity & Advertising: Advertising's Role in Building Strong Brands (Advertising and Consumer Psychology) by David A. Aaker

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Brand Equity & Advertising: Advertising's Role in Building Strong Brands (Advertising and Consumer Psychology)

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Title: Brand Equity & Advertising: Advertising's Role in Building Strong Brands (Advertising and Consumer Psychology)
by David A. Aaker, Alexander L. Biel
ISBN: 0-8058-1284-9
Publisher: Lawrence Erlbaum Assoc
Pub. Date: April, 1993
Format: Paperback
Volumes: 1
List Price(USD): $55.00

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Average Customer Rating: 5 (1 review)

Customer Reviews

Rating: 5
Summary: A turning point in the genre of brand communications
Comment: 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 [email protected]

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