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Brand Leadership [Paperback]

David Aaker
4.2 out of 5 stars  See all reviews (5 customer reviews)
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Book Description

1 Oct 2009
Management fads come and go in the blink of an eye, but branding is here to stay. Closely watched by the stock market and obsessed over by the biggest companies, brand identity is the one indisputable source of sustainable competitive advantage, the vital key to customer loyalty. David Aaker is widely recognised as the leading expert in this burgeoning field. Now he prepares managers for the next wave of the brand revolution. With coauthor Erich Joachimsthaler, Aaker takes brand management to the next level - strategic brand leadership. Required reading for every marketing manager is the authors' conceptualisation of 'brand architecture' - how multiple brands relate to each other - and their insights into the ever-changing area of Internet branding. Full of impeccable, intelligent guidance, Brand Leadership is the visionary key to business success in the future.

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Product details

  • Paperback: 368 pages
  • Publisher: Pocket Books (1 Oct 2009)
  • Language: English
  • ISBN-10: 1847398359
  • ISBN-13: 978-1847398352
  • Product Dimensions: 13.2 x 19.9 cm
  • Average Customer Review: 4.2 out of 5 stars  See all reviews (5 customer reviews)
  • Amazon Bestsellers Rank: 99,390 in Books (See Top 100 in Books)

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Product Description

Amazon Review

Build it ... and they'll come. Nope, not necessarily, not anymore. It's a crowded, crazy market out there, and no matter how fabulous your product or service, there's bound to be someone else delivering something pretty close. The solution? Take your product or service and...brand it! Though the idea has been around in management circles since the late 1980s, brand equity has never been more important than it is now. In Brand Leadership, David Aaker and Erich Joachimsthaler set out to guide managers to the next level of the brand revolution.

Building and managing brands, though obviously vital and necessary steps in the process, do not make up the whole picture of the successful development of a brand. What is needed is strategic brand leadership. Implementing this kind of leadership, Aaker and Joachimsthaler insist, requires a radical shift in an organization's culture, its structure, and its systems. In their densely packed but accessible book, they outline what this shift is all about, and discuss the important components of brand leadership: defining and elaborating a brand identity; designing the brand's architecture to achieve clarity, synergy and leverage; building a brand beyond the obvious route of advertising by incorporating such aspects as sponsorship and the role of the Internet; and organising the entire company around global brand leadership as opposed to merely the creation of a global brand. To support and demonstrate their ideas, the authors conducted hundreds of corporate case studies throughout Europe and the US. Inspiring and useful tales of such brand-focused and brand-recognised companies as Virgin, Nike, Adidas and MasterCard are told in detail, and they touch on a host of other companies and brands to add texture to the lessons. As is obvious from these examples, achieving an effective brand leadership strategy requires awareness, understanding, passion and a heck of a lot of work. But in today's enormously competitive brand environment, the rewards can be--and are--well worth the effort. Brand Leadership provides invaluable advice for anyone looking to focus and direct that effort toward a profitable and lasting result. --S Ketchum, Amazon.com --This text refers to an out of print or unavailable edition of this title.

Review

Peter Sealey, Ph.D.Co-Director, Center for Marketing and Technology, University of California-Berkeley, former global marketing director, The Coca-Cola CompanyWhat Frederick W. Taylor did for scientific management and Peter F. Drucker did for the concept of management, Aaker has done for our understanding of brands. Now, in collaboration with Erich Joachimsthaler, he has taken that life's work to a new level of perception, insight, and sophistication. "Brand Leadership" is a highly needed roadmap for the multi-brand marketer which is as up-to-date as tomorrow morning with chapters on how to incorporate sponsorships and the Internet. --This text refers to an out of print or unavailable edition of this title.

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First Sentence
In May 1931, Neil McElroy, who later rose to be a successful CEO of Procter & Gamble (P&G) and still later became the U.S. secretary of defense, was a junior marketing manager responsible for the advertising for Camay soap. Read the first page
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Most Helpful Customer Reviews
8 of 8 people found the following review helpful
Format:Paperback|Verified Purchase
David A Aaker and Erich Joachimstahler have compiled a book on the subject of brands which is comprehensive in its scope, deeply researched and offers an in-depth analysis of current methodologies and practices. It is, however, not for the amateur. Their approach is academic and their language is dry, sometimes verging on the inpenetrable. If you are in the very high-brow stage of your MBA this the book for you. If you are a brand manager seeking a little light reading to brush up your skills - set aside a good deal of time.
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By Elle
Format:Paperback|Verified Purchase
An in-depth look at four areas ... brand identity, brand architecture, building brands effectively and the organisational challenge of organising brands globally.
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5 of 9 people found the following review helpful
5.0 out of 5 stars A must! 8 Jan 2001
By A Customer
Format:Hardcover
Don't have a second thought. A comprehensive and stimulating text which is business critical. A must for any Marketing Student / Exec.
Brand leadership, this is what business needed yesterday.
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0 of 1 people found the following review helpful
3.0 out of 5 stars Failed to deliver reading experience 3 Jun 2013
Format:Paperback|Verified Purchase
Content of the book is ok, but the paper quality is disappointing so it doesn't deliver highly appreciated reading experience.
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1 of 6 people found the following review helpful
5.0 out of 5 stars David Aaker is the guru on Branding 13 Sep 2001
By A Customer
Format:Hardcover
David Aaker's previous books have been among the most lively and comprehensive in this field. These include "Building strong brands" and "Managing Brand Equity". In this latest book, Aaker and colleagues build upon earlier work and draw upon practical consultancy experience. highly commended.
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