Building Strong Brands
| Author | : | |
| Rating | : | 4.95 (798 Votes) |
| Asin | : | 002900151X |
| Format Type | : | paperback |
| Number of Pages | : | 400 Pages |
| Publish Date | : | 2015-04-06 |
| Language | : | English |
DESCRIPTION:
In David Aaker's pathbreaking book, Managing Brand Equity, managers discovered the value of a brand as a strategic asset and a company's primary source of competitive advantage. Now, in this compelling new work, Aaker uses real brand-building cases from Saturn, General Electric, Kodak, Healthy Choice, McDonald's, and others to demonstrate how strong brands have been created and managed.A common pitfall of brand strategists is to focus on brand attributes. He presents and analyzes brand-nurturing organizational forms that are responsive to the challenges of coordinated brands across markets, products, roles, and contexts. This new work will be essential reading for the battle-ready.. Potentially destructive organizational pressures to change a brand's identity and position are also discussed.As executives in a wide range of industries seek to prevent their products and services from becoming commodities, they are recommitting
P.L., Mo.Copyright 1995 Reed Business Information, Inc. . Kingsford, known for its charcoal, tried to move into a line of foods but failed, unable to shake its charcoal image. Saturn developed from a new company in an old industry and had to "sell the company, not the car." Aaker's well-written book is for specialists in the field of marketing. Recommended for large business collections.Joel Jones, Kansas Cty. In this latest offering he tells how to deal with the fragmentation of markets by building brand identity, creating brand personality, and managing a brand system. With extensive case studies and illustrations of companies' ads, he emphasizes positioning a brand personality to match that of the consumer being targeted. Healthy Choice created the perception that healthy foods can taste good. of California- Berkeley) has written a sequel to his Managing Brand Equity (Free Pr., 1991). From Publishers Weekly
A Modern Branding Touchstone Professor David Aaker is a contemporary pioneer in brand management, and this book is a touchstone. The text can be professorial and theoretical, but it provides useful food for thought.In general, I find his analysis the most interesting. He divides brand assets into: 1) Name Awareness; 2) Loyalty; 3) Perceived Quality; A Modern Branding Touchstone Dan Wallace Professor David Aaker is a contemporary pioneer in brand management, and this book is a touchstone. The text can be professorial and theoretical, but it provides useful food for thought.In general, I find his analysis the most interesting. He divides brand assets into: 1) Name Awareness; 2) Loyalty; 3) Perceived Quality; 4) Brand Associa. ) Brand Associa. Excellent foundation for marketers and entrepreneurs Sara T. Brands = relationships which means they're multifaceted, complex, and dynamic. Aaker offers 10 guidelines for building stronger brands and uses his brand identity model (and specific examples!) to help you get there. I read Aaker's book for a brand strategy course Scott Galloway (NY Times board member and founder of Red Envelope) teaches. "Basic literature for brand builders, marketing professionals and anyone building or administrating a company" according to Patrick Silveira. Basic literature for brand builders, marketing professionals and anyone building or administrating a company. From startups to stabilised companies, the knowledge presented in this book by one of the fathers of branding is well presented and organised.