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Managing the most important assets: Brand equity

David A. Aaker (Professor of Marketing Strategy at the University of California at Berkeley)

Planning Review

ISSN: 0094-064X

Article publication date: 1 May 1992

Abstract

What is going on in branding?

Citation

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

Publisher

:

MCB UP Ltd

Copyright © 1992, MCB UP Limited