The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality,

"The art of building sales is, to a large extent, the art of building brands. After reading Kapferer's book, you'll never again think of a brand as just a name.

Written by today's leading authority in brand management and incorporating the latest industry thinking and developments, this exploration of brands, brand equi

The most important assets of any business are intangible: its company name, brands, symbols and slogans and their underlying association, perceived quality, nam

As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's pathbreaking book, MA