Brand equity is more than just a hot trend--it is one of the most crucial elements to thriving and surviving in today's global marketplace. David A. Aaker, who Brandweek calls "the dean of the brand-equity movement," and Erich Joachimsthaler are two widely respected experts on branding who have successfully guided hundreds of managers through the intricacies of branding with their revolutionary and groundbreaking techniques. Now Aaker and Joachimsthaler prepare managers for the next level of brand management with Brand Leadership. Annotation ...the emerging paradigm of strategic brand leadership is replacing the classic, tactically oriented brand management system pioneered by Procter & Gamble...

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