Book Review: Strategic Brand Management: New Approaches to Creating and Evaluating Brand Equity

Aaker David A. (1991), Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: The Free Press.

Murphy John M. (1990), Brand Strategy. New York: Prentice-Hall, Inc.

Smith Daniel C. (1992), “Review of Managing Brand Equity: Capitalizing on the Value of a Brand Name” Journal of Marketing, 56 (April), 125–28.

Torres Craig (1993), “Fading Brand-Name Loyalty Might Sway Investors,” Wall Street Journal, 221(April 6), C1–C2.