Branding guru Aaker shows how to eliminate the competition and become the lead brand in your market This ground-breaking book defines the concept of brand relev

At publication date, a free ebook version of this title will be available through Luminos, University of California Press's Open Access publishing program. Visi

Examples from jewelry, millinery, handbags, perfume, couture, and everyday dress show how the rose--both beautiful and symbolic--has inspired fashion over hundr

This book describes how marketing organizations successfully move from product concept to the creation of a successful brand, and explains the key tools used to