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The Four Imperatives of Brand Leadership
Brand Leadership by David A. Aaker and Erich Joachimsthaler The Free Press, 2000, 350 pages, $30. Just do it.... Read more
David Aaker
Recent Articles about David Aaker
4 Ways to Block Brand Competition
Is your company's brand unique, innovative, and rock-solid enough to not only capture and hold customer loyalty, but also to dominate the market by knocking ... Read more
Case Study
Stung by slow sales, Zippo turns to brand extensions. Read more
Born To Be Wild
Dave and Dan Hanlon hope to challenge long-dominant Harley-Davidson for a portion of the American-made motorcycle market. Can their company, Excelsior-Hender... Read more
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