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Providence College - FALL Aug 2010 | ||
Section 001 | ||
 | Managing Brand Equity (Reprint Edition) by David A. Aaker, Arnold Zweig Hardcover, 299 Pages, Published 1991 ISBN-10: 0-02-900101-3 / 0029001013 ISBN-13: 978-0-02-900101-1 / 9780029001011 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 compri | |