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The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality,
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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
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Brand Portfolio Strategy
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In this long-awaited book from the world’s premier brand expert and author of the seminal work Building Strong Brands, David Aaker shows managers how to const