Building Strong Brands by David A. Aaker
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Building Strong Brands
By David A. Aaker

Building Strong Brands

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Format: Hardback

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Building Strong Brands by David A. Aaker

Book Description

As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. 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. Aaker shows how to break out of the box by considering emotional and self-expressive benefits and by introducing the brand-as-person, brand-as-organization, and brand-as-symbol perspectives. The twin concepts of brand identity (the brand image that brand strategists aspire to create or maintain) and brand position (that part of the brand identity that is to be actively communicated) play a key role in managing the "out-of-the-box" brand. A second pitfall is to ignore the fact that individual brands are part of a larger system consisting of many intertwined and overlapping brands and subbrands. Aaker shows how to manage the "brand system" to achieve clarity and synergy, to adapt to a changing environment, and to leverage brand assets into new markets and products. Aaker also addresses practical management issues, introducing a set of brand equity measures, termed the brand equity ten, to help those who measure and track brand equity across products and markets. He presents and analyzes brand-nurturing organizational forms that are responsive to the challenges of coordinated brands acrossmarkets, products, roles, and contexts. 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 themselves to brands as a foundation of business strategy. This new work will be essential reading for the battle-ready.

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Book Details

ISBN: 9780029001516
ISBN-10: 002900151X
Format: Hardback
(240mm x 160mm x 34mm)
Pages: 390
Imprint: Jossey-Bass Inc.,U.S.
Publisher: John Wiley and Sons Ltd
Publish Date: 3-Jan-1996
Country of Publication: United States

Other Editions...


Books By Author David A. Aaker

Marketing Research by David A. Aaker Marketing Research, Hardback (October 2012)

This book offers the best approach toward communicating the intricacies of marketing research and its usefulness to the marketing organization. This highly regarded text focuses on market intelligence, strategy, theory, and application and retains its coverage of the most advanced and current marketing research methodologies.

Brand Relevance by David A. Aaker Brand Relevance, Hardback (February 2011)

Shows how to eliminate the competition and become the lead brand in your market. This book defines the concept of brand relevance using dozens of case studies - Prius, Whole Foods, Westin, iPad and more - and explains how brand relevance drives market dynamics, which generates opportunities for your brand and threats for the competition.

Building Strong Brands by David A. Aaker Building Strong Brands, Paperback (April 2010)

Using real brand-building case studies, this groundbreaking book describes how companies can increase brand identity by thinking 'out-of-the-box'.

Strategic Market Management by David A. Aaker Strategic Market Management, Paperback (March 2010)

The text is a European adaptation of our current US book: Strategic Market Management, 9th Edition by David Aaker. This new edition is a mainstream textsuitable for all business students studying strategy and marketingcourses.

» View all books by David A. Aaker

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