Book Review: Managing Brand Equity: Capitalizing on the Value of a Brand Name

Ansoff H. Igor (1965), Corporate Strategy: An Analytical Approach to Business Policy for Growth and Expansion. New York: McGraw-Hill Book Company.

Levitt Theodore (1986), The Marketing Imagination. New York: The Free Press.

Park C. Whan , Jaworski Bernard J. , and MacInnis Deborah J. (1986), “Strategic Brand Concept-Image Management,” Journal of Marketing, 50 (October), 135–45.

Park C. Whan , and Zaltman Gerald (1987), Marketing Management. Chicago: The Dryden Press.

Smith Daniel C. (1991), “An Examination of Product and Market Characteristics That Affect the Financial Outcomes of Brand Extensions,” Report #91-103, Marketing Science Institute.

Wernerfelt Birger (1988), “Umbrella Branding as a Signal of New Product Quality: An Example of Signalling by Posting a Bond,” Rand Journal of Economics, 19 (Autumn), 458–466.