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HomeBooks, Movies and MusicBusiness & FinanceBusiness & EconomicsBuilding Strong Brands - DAVID A. AAKER
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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-organisation, and brand-as-symbol perspectives. 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.
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.
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-organisation, and brand-as-symbol perspectives. 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.
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.
Specifications
Key Features
- Paperback: 400 pages
- Publisher: Simon & Schuster UK
- Language: English
- ISBN-10: 1849830401
- ISBN-13: 978-1849830409
- Publication year: 2010
What’s in the box
1 Pc of Building Strong Brands Book
Specifications
- SKU: BO925BO1N4NGSNAFAMZ
- Size (L x W x H cm): 19.8*13.2*2.3
- Weight (kg): 0.35
- Main Material: PAPER
- Author: DAVID A. AAKER
- Publisher: SIMON & SCHUSTER
- Language: ENGLISH
- Year of publication: 2010
- ISBN: 9781849830409
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Building Strong Brands - DAVID A. AAKER
KSh 1,195
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