Managing Brand Equity by David A. Aaker
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Managing Brand Equity
By David A. Aaker

Managing Brand Equity

Capitalizing on the Value of a Brand Name

By (author) See other recent books by David A. Aaker
Format: Hardback

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Managing Brand Equity by David A. Aaker

Book Description

The most important assets of any business are intangible: its company name, brands, symbols and slogans and their underlying association, perceived quality, name awareness, and customer base. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David Aaker, a national authority on branding. Yet, research shows that managers cannot identify with confidence their brand associations, level of consumer awareness, or degree of customer loyalty. Moreover, in the last decade, managers desperate for short-term financial results have often unwittingly damaged their brands through price promotions and unwise brand extensions, causing irreversible deterioration of the value of the brand name. In an examination of the phenomenon of brand equity, Aaker provides a structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets, which will clarify for managers exactly how brand equity does contribute value. The author opens each chapter with an historical analysis of either the success or failure of a particular company's attempt at building brand equity: the fascinating ivory soap story; the transformation of Datsun to Nissan; the decline of Schlitz beer; the making of the Ford Taurus; and others. Finally, with dozens of additional real company examples, Aaker shows how to avoid the temptation to place short-term performance before the health of the brand and, instead, to manage brands strategically by creating, developing, and exploiting each of the five assets in turn.

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Book Details

ISBN: 9780029001011
ISBN-10: 0029001013
Format: Hardback
(242mm x 162mm x 27mm)
Pages: 224
Imprint: Jossey-Bass Inc.,U.S.
Publisher: John Wiley and Sons Ltd
Publish Date: 9-Sep-1991
Country of Publication: United States

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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