00723nam a2200085Ia 4500020001900000100001900019245002600038260001500064650055800079  a978-0029001011  aAAKER, DAVID A 0aMANAGING BRAND EQUITY  bFREE PRESS  aPreface and Acknowledgments  What Is Brand Equity? The Ivory Story The Role of Brands Brand-Building Neglect The Role of Assets and Skills What Is Brand Equity? What Is the Value of a Brand? Brand Value Based upon Future Earnings Issues in Managing Brand Equity The Plan of the Book  Brand Loyalty The MicroPro Story Brand Loyalty Measuring Brand Loyalty The Strategic Value of Brand Loyalty Maintaining and Enhancing Loyalty Selling Old Customers Instead of New Ones  Brand Awareness The Datsun-Becomes-Nissan Story The GE-Becomes-Black & Decker Story