Brand Leadership

David Aaker, "the dean of the brand-equity movement" ("Brandweek"), prepares managers for the next wave of the brand revolution. With coauthor Erich Joachimsthaler, Aaker takes brand management to the next level--strategic brand leadership. Drawing on more than 300 case studies of brand strategy from leading firms such as Polo Ralph Lauren, Virgin Airlines, and G.E., the authors break new ground by considering brand management in the context of the global economy.

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David A. Aaker Erich Joachimsthaler 

Business / Economics / Finance Marketing - General Advertising & Promotion 

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