Brand Relevance 作者:Aaker, David A. 副标题:Making Competitors Irrelevant 出版年:2011-1 页数:384 定价:238.00元 ISBN:9780470613580 豆瓣评分 评价人数不足 评价: 写笔记 写书评 加入购书单 分享到 推荐 内容简介· ··· Branding guru Aaker shows how to eliminate the competition and become the lead ...
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Aaker, David ABrand Relevance - Business Book SumamriesAaker, D. (2011), " Brand relevance. Leaving competitors irrelevant." Jossey- Bass, SanAaker, D.A. 2011. Brand Relevance: Making Competitors Irrelevant. San Francisco, CA: Jossey-Bass....
Brand Relevance: Making Competitors Irrelevant by David A. Aaker Chapter 8. DEFINING AND MANAGING THE CATEGORY OR SUBCATEGORY Results are gained by exploiting opportunities, not by solving problems. —Peter Drucker The best way to predict the future is to invent it. —Alan Kay Creating a new ...
Differentiation and relevance combine to determine what is called brand ___. a. position b. image c. depth d. knowledge e. strength Answer: e Page: 279 Level of difficulty: Medium 17. David Aaker views brand equity as a set of five categories of brand assets and liabilities linked to...
(2004) Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, Clarity, Free Press, New York.Aaker, David A. 2004. Brand ... DA Aaker - 《Strategic Direction》 被引量: 402发表: 2006年 The theoretical separation of brand equity and brand value: Managerial implications ...
作者: David A. Aaker 摘要: A corporate brand, which is based on the characteristics of the firm as well as its products, can play a critical role in a company's brand portfolio. It can help differentiate the firm, support internal brand building, facilitate brand management, build ...
(e.g., the VW emissions scandal, the BP oil spill). In all these cases, brand origin is ignored or assumed to be of little or no relevance in explaining cross-national differences in consumer reactions and post-transgression brand performance. This is surprising considering evidence pointing ...
Only when internal and external brand management work together, closely, may brand management add more value to a firm.This study builds on the Aaker David (2000 p89)'s theory on brand management. In methodology, I use a qualitative research method, which is company interviews, in order to ...
Aaker, J. L., Garbinsky, E. N., & Vohs, K. D. (2012). Cultivating admiration in brands: Warmth, competence, and landing in the “golden quadrant.”22(2), 191–194. Aaker, J., Vohs, K. D., & Mogilner, C. (2010). Nonprofits are seen as warm and for-profits as competent:...