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Building Strong Brands Hardcover – 1 Dec 1995

15 customer reviews

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Product details

  • Hardcover: 390 pages
  • Publisher: Jossey Bass (1 Dec. 1995)
  • Language: English
  • ISBN-10: 002900151X
  • ISBN-13: 978-0029001516
  • Product Dimensions: 15.5 x 3.6 x 23.5 cm
  • Average Customer Review: 4.2 out of 5 stars  See all reviews (15 customer reviews)
  • Amazon Bestsellers Rank: 336,260 in Books (See Top 100 in Books)

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Product Description

Review

Robert A. Lutz President and Chief Operating Officer, Chrysler Corporation A failure to maintain strong brands is one of the key reasons the American auto industry encountered a "lost generation" of customers in the 1970"s and 1980"s. And one of our fundamental problems was mistaking "brand identity" (what we "wanted "to be) for "brand image" (what we really were)--just one of the many issues explored in this insightful book. Every American company could benefit from the kind of soul-searching about brands that Professor Aaker advocates.

About the Author

David A. Aaker is the E.T. Grether Professor of Marketing Strategy at the Haas School of Business at the University of California, Berkeley. He is a consultant to dozens of companies, including AT&T, Coca Cola, MasterCard, and General Motors. He is the cofounder, with Erich Joachimsthaler of the firm Aaker-Joachimsthaler Prophet Brand Strategy. His previous books include BRAND LEADERSHIP and MANAGING BRAND EQUITY, both published by The Free Press. Erich Joachimsthaler is the founder and CEO of Vivaldi Partners, a strategy, innovation, and marketing consulting company. He has published around 60 articles in academic journals centered on marketing issues. His most recent book focuses on the broadening strategic role of marketing in building growth businesses and is entitled: Hidden in Plain Sight: How to Find and Execute Your Company's Next Growth Strategy --This text refers to the Paperback edition.

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Most Helpful Customer Reviews

26 of 27 people found the following review helpful By A Customer on 14 Jun. 2000
Format: Hardcover
The content of the book was thought provoking and generally useful. It has put the Brand at the centre of my business plans. However, the vast majority of case examples are of US brands that are relatively unknown outside of the USA making understanding difficult.
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4 of 4 people found the following review helpful By Sulkyblue on 8 Nov. 2009
Format: Paperback
There's some fascinating stuff in this book, which gives a great incite into the world of global branding and marketing. A lot of the content is actually just common sense, but it is very clearly spelled out here - maybe too clearly in places, it's not always necessary to provide an example, a bullet point diagram and an explanation for each point. The book suffers a little towards the end when it starts talking about more specific cases which unless you're brand manager for Pepsi, you probably don't care about. It would also have been nice if the examples weren't all US and they weren't all 10 years out of date, but then the book can't magically update itself I suppose. A very well written and very interesting introduction to the field.
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4 of 4 people found the following review helpful By A Customer on 20 Nov. 1998
Format: Hardcover
Branding appears to be a mushy, unquantifiable subject. Before I bought this book I read through countless articles on the subject that just didn't make much sense. Reading Aaker's book provided the opposite experience: crystal clear, a compelling argument for why brand matters and how best to build one.
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1 of 1 people found the following review helpful By A Customer on 9 Dec. 1997
Format: Hardcover
You don't have to be a brand manager or advertising person to appreciate the value of David Aaker's Brand Equity. As both a sales person and one who routinely works with branded grocery product companies, I truly appreciate Aaker's depth of knowledge, insights and practical examples contained in Managing Brand Equity. Whether you believe it or not, we're all in the business of building a brand-ourselves. Use Aaker's insights to help you better position yourself in the minds of your customers, potential customers, co-workers and supervisors.
You'll be richer for it, both financially and personally.
Managing Brand Equity is easy to read, understand and use. Its a must for anyone concerned about better developing what they sell and how they sell it in this very competitive global economy.
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1 of 1 people found the following review helpful By Samin Ahmad on 14 Jun. 2013
Format: Paperback Verified Purchase
the book is essentially a brand equity discourse and does not cover all aspects of building strong brands. useful for understanding brand equity.
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By A Customer on 12 Dec. 2005
Format: Paperback
David Aaker is my favorite author in the field of marketing strategy. Building Strong Brands is loaded with great examples of well-executed strategies beautifully illustrating the principles he presents.
I would highly recommend this book to any marketing professional looking for a robust framework to deliver the ‘brand utopia’ we all seek.
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Format: Paperback
David Aaker is undoubtedly one of the leading authors on Branding; not just in the USA but worldwide. Building Strong Brands contains a strong analytical apperoach, underpinned by extensive academic and business experience.
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2 of 3 people found the following review helpful By charles florez on 18 April 2013
Format: Paperback Verified Purchase
I bought this book as an entrepreneur trying to create some brand awareness for my own business, I have read half of the book but the author keep on telling you story after story about brand awareness of companies such us coke, McDonald's etc... But not information is given of how to build it from scratch if you are a small/medium business.
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