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Brand Leadership, Engl. ed.: Building Assets in an Information Economy - Hardcover

Aaker, David A.; Joachimsthaler, Erich

 
9780684866451: Brand Leadership, Engl. ed.: Building Assets in an Information Economy

Inhaltsangabe

This work conceptualizes "brand architecture", examining how brands relate to each other and the dawn of Internet branding. It draws on more than 300 case studies of brand strategy from leading firms such as Ralph Lauren Polo Sport and Virgin Airlines.

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