Win the Brand Relevance Battle and Then Build Competitor Barriers

Aaker, David A.

doi:10.1525/cmr.2012.54.2.43

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Win the Brand Relevance Battle and Then Build Competitor Barriers

Author(s): David A. Aaker

Publication date Created: January 2012

Publication date (Electronic): January 2012

Journal: California Management Review

Publisher: University of California Press

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Title: California Management Review

Abbreviated Title: California Management Review

Publisher: University of California Press

ISSN (Print): 0008-1256

ISSN (Electronic): 2162-8564

Publication date Created: January 2012

Publication date (Electronic): January 2012

Publication date (Print): January 2012

Volume: 54

Issue: 2

Pages: 43-57

Article

DOI: 10.1525/cmr.2012.54.2.43

SO-VID: 4a0b7c62-f5dc-4b80-bb63-02504f2770d6

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Win the Brand Relevance Battle and Then Build Competitor Barriers

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