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Managing brand equity : capitalizing on the value of a brand name
Aaker, David A. - 1991 - 1. print.
Persistent link: https://www.econbiz.de/10004108696
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Intellectual Property Management : The Role of Technology-Brands in the Appropriation of Technological Innovation
Jennewein, Klaus (contributor) - 2005
The book investigates the interplay of brand equity and technological assets at the corporate level. In a grounded theory approach it develops a model of how companies in technology intensive industries can improve the appropriation of the returns of their intangible technological assets with...
Persistent link: https://www.econbiz.de/10014014131
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Jahrbuch Markentechnik
Wiesbaden : Gabler; 1995-2008/09: Frankfurt, M. : Dt. … - [1.]1995; 2.1997/98(1997) - 8.2011/12(2010); damit …
Persistent link: https://www.econbiz.de/10000542681
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Brand meaning management
MacInnis, Deborah J. (contributor);  … - 2015
Persistent link: https://www.econbiz.de/10011288785
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Markenmanagement : identitätsorientierte Markenführung und praktische Umsetzung ; mit Best Practice-Fallstudien
Meffert, Heribert (ed.); Burmann, Christoph (contributor);  … - 2005 - 2., vollst. überarb. und erw. Aufl.
Persistent link: https://www.econbiz.de/10002536862
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Produkt ist Kommunikation : Integration von Branding und Usability
Hadwiger, Norbert; Robert, Alexandre - 2002 - 1. Aufl.
Persistent link: https://www.econbiz.de/10001691695
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Markenmanagement : Grundfragen der identitätsorientierten Markenführung ; mit Best Practice-Fallstudien
Meffert, Heribert (ed.) - 2002 - 1. Aufl.
Persistent link: https://www.econbiz.de/10001639661
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Brand portfolio strategy : creating relevance, differentiation, energy, leverage and clarity
Aaker, David A. - 2004
Persistent link: https://www.econbiz.de/10002011745