The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality,

Written by today's leading authority in brand management and incorporating the latest industry thinking and developments, this exploration of brands, brand equi

"The art of building sales is, to a large extent, the art of building brands. After reading Kapferer's book, you'll never again think of a brand as just a name.

As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's pathbreaking book, MA

Adopted internationally by business schools and MBA programmes, this book is the ultimate resource for senior strategists, positioning professionals and postgra