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

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

An expert presents in a compact form the 20 essential principles of branding that will lead to the creation of strong brands.

The tenth annual Advertising and Consumer Psychology Conference held in San Francisco focused on branding -- a subject generating intense interest both in acade

The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality,