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Rethinking Technology Branding l
Brand Power and Equity
The Framework for PowerBranding
8 other sections not shown
Acer advertising Apple associations brand assessment brand building brand equity brand experience brand identity brand image brand loyalty brand management brand meaning brand name brand personality brand power brand status brand strategy brand strength brand-building efforts brand-value proposition build brand Building Strong Brands buyers challenges channel Chapter communications company's Compaq competitive advantage components consistent corporate brand create customers David Aaker David Arnold differentiation dimensions Discussion distinct example Figure focus global goals important industry integrated thinking Intel Internet investment Iomega Knowledge Adventure launch Lexmark line extension manage brands market segments marketplace measurement messages Microsoft notebook on-line ongoing overall brand Packard Bell perceived perceptions personal computer perspective PowerBranding product brands programs relationship Saturn subbrands successful brand Symantec SyQuest technology brands technology companies technology products ThinkPad understand unique users Vice President Zip drive