Managing the most important assets: Brand equity
David A. Aaker (Professor of Marketing Strategy at the University of California at Berkeley)
Article publication date: 1 May 1992
What is going on in branding?
Aaker, D.A. (1992), "Managing the most important assets: Brand equity", Planning Review, Vol. 20 No. 5, pp. 56-58. https://doi.org/10.1108/eb054384
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