David Aaker


The Four Imperatives of Brand Leadership

May 10, 2000

Brand Leadership by David A. Aaker and Erich Joachimsthaler The Free Press, 2000, 350 pages, $30. Just do it....  Read story

Resources

By Inc Staff |  Apr 1, 1997

A comprehensive resource guide to many of the subjects featured in the April issue of Inc. magazine.  Read story

Case Study

By Ellen Neuborne |  Sep 1, 2004

Stung by slow sales, Zippo turns to brand extensions.  Read story

Brand New

By Christopher Caggiano |  Apr 1, 1997

Will this start-up be able to keep changing its brands to keep up with the ever-changing beverage market?  Read story

Born To Be Wild

By Marc Ballon |  Nov 1, 1997

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 story

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