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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.
Product 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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"In the 1870s, a photographer's outfit included not only a large camera but also a sturdy tripod, glass plates, a big plate holder, a dark tent, a nitrate bath, and a water container." Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
"In the 1870s, a photographer's outfit included not only a large camera but also a sturdy tripod, glass plates, a big plate holder, a dark tent, a nitrate bath, and a water container." Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews
Most Helpful Customer Reviews
19 of 20 people found the following review helpful
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.
4 of 4 people found the following review helpful
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.
2 of 2 people found the following review helpful
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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Most Recent Customer Reviews
Building Strong Brands
David Aaker is undoubtedly one of the leading authors on Branding; not just in the USA but worldwide. Read more
Published on 8 Aug 2006 by Dr. Alec James Kellaway
An excellent read
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... Read more
Published on 12 Dec 2005
Please let me know if this book is the most recent edition
see above
Published on 9 April 1999
Excellent, thought provoking, brilliantly clear
Required reading for anyone interested in building, maintaining or growing a brand. Stop what you are doing now to build a brand until you have read this book. Read more
Published on 17 Jan 1999
Worth Every Penny
You don't have to be a brand manager or advertising person to appreciate the value of David Aaker's Brand Equity. Read more
Published on 9 Dec 1997
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