search query: @author Aaker, D. A. / total: 27
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| Author: | Aaker, D. A. |
| Title: | The value of brand equity (Markenmanagement, Bewertungsmethode) |
| Journal: | Journal of Business Strategy
1992 : JUL-AUG, VOL. 13:4, p. 27-32 |
| Index terms: | |
| Language: | eng |
| Abstract: | Many companies jealously guard the equity in their brands and continually burnish their brand images. Yet an equal number virtually ignore the power in their brands. The author maintains that brand equity generates considerable value for a company and suggests an approach to determine this value. |
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