Reading List:

David Aaker's series of three books on brand equity:

?BRAND LEADERSHIP

BUILDING STRONG BRANDS

MANAGING BRAND EQUITY

"These books cover the multiple facets of brand equity creation and management. They are very useful for learning more about product and brand management."

Biographical Info:

Tülin Erdem is an associate professor of marketing and the

Associate Dean for Academic Affairs at UC Berkeley's Haas School of Business. For more information about Tülin Erdem, please visit:

http://haas.berkeley.edu/faculty/erdem.html