In this long-awaited book from the world’s premier brand expert and author of the seminal work Building Strong Brands, David Aaker shows managers how to const

"Beloved Brands is a book every CMO or would-be CMO should read." Al Ries With Beloved Brands, you will learn everything you need to know so you can build a bra

Steenkamp introduces the global brand value chain and explains how brand equity factors into shareholder value. The book equips executives with techniques for d

An expert presents in a compact form the 20 essential principles of branding that will lead to the creation of strong brands.

Globalization has expanded the options for building brand strategies through social media, the internet, and in conventional approaches. Amidst increasing marke