by David A. Aaker · Diaz de Santos · tapa dura · ISBN 9788479781286
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«Gestión del valor de la marca» is David A. Aaker's brand management essay, published by Díaz de Santos in hardcover (352 pages, in Spanish).
The work analyzes the brand as an intangible asset and explains how a recognized brand allows the seller to obtain extra returns. Aaker argues that this value rests on consumer trust: the brand denotes quality, reliability and safety, and capitalizing on that perception benefits products and services.
Published in 1994. The cover reproduces logos of brands such as Coca-Cola, IBM, McDonald's, Goodyear, Xerox and WordPerfect.
For marketing and business management professionals interested in brand value.
