Brand Leadership
Put your brand at the core of your company’s strategy.
Author(s): Erich Joachimsthaler, David A. Aaker
Publisher: The Free Press
Date of publication: 2000
Manageris opinion
A strong brand is a key success factor. ""Brand Leadership"" shows that the time has come to manage this key asset more strategically. The author presents the essential components of true brand strategy, and defines the principles upon which a brand-oriented organization must be founded.
