Managing brand equity: Capitalizing on the value of a brand name

• 1 March 1993
• journal article
• book review
• Published by Elsevier in International Journal of Research in Marketing
• Vol. 10  (1) , 105
• https://doi.org/10.1016/0167-8116(93)90037-y

Abstract

Keywords

• MANAGING BRAND
• BRAND EQUITY
• FREE PRESS
• BRAND NAME
• YORK
• CAPITALIZING
• AAKER
• DAVID