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Managing Brand Equity: Capitalizing on the Value of a Brand Name [Kindle Edition]

David A. Aaker
5.0 out of 5 stars  See all reviews (2 customer reviews)

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Book Description

The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. 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, levels 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. Although several companies, such as Canada Dry and Colgate-Palmolive, have recently created an equity management position to be guardian of the value of brand names, far too few managers, Aaker concludes, really understand the concept of brand equity and how it must be implemented.

In a fascinating and insightful examination of the phenomenon of brand equity, Aaker provides a clear and well-defined 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 a 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, citing examples from many other companies, 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


Product Description

Review

John O'ToolePresident, American Association of Advertising AgenciesAaker presents the critical importance of brands, and intelligent counsel on how to create, nurture, and evaluate them. This could be the book that finally directs the attention of American business away from quarterly earnings statements and onto permanent growth.

Review

John O'ToolePresident, American Association of Advertising AgenciesAaker presents the critical importance of brands, and intelligent counsel on how to create, nurture, and evaluate them. This could be the book that finally directs the attention of American business away from quarterly earnings statements and onto permanent growth.

Product details

  • Format: Kindle Edition
  • File Size: 4177 KB
  • Print Length: 224 pages
  • Publisher: Free Press (1 Dec. 2009)
  • Sold by: Amazon Media EU S.à r.l.
  • Language: English
  • ASIN: B003YFJ0FE
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Not Enabled
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (2 customer reviews)
  • Amazon Bestsellers Rank: #152,787 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Most Helpful Customer Reviews
4 of 8 people found the following review helpful
5.0 out of 5 stars MARKETING EQUALS MANAGING BRAND EQUITY 13 Mar. 1999
By A Customer
Format:Hardcover
tHIS BOOK GIVES YOU THE INSIGHT ALL MARKETERS NEED. IT`S WRITTEN IN A WAY SO WE CAN IMPLEMENT OR BASE STRATEGIES, WHERE TO DIRECT THE EFFORTS AND HOW TO SUCCESFULLY RATE THE IMPACT. ANYONE IN A MANAGING POSITION SHOULD READ THIS BOOK.
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1 of 6 people found the following review helpful
5.0 out of 5 stars A great way to invest money and reading time 1 Mar. 1998
By A Customer
Format:Hardcover
I read this book in the Italian translation, and already it deserved 10. The original edition probably deserves more, if education gives the best ROI this book is a way to get the highest.
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Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com: 4.2 out of 5 stars  10 reviews
15 of 15 people found the following review helpful
3.0 out of 5 stars A Solid Effort! 27 April 2001
By Rolf Dobelli - Published on Amazon.com
Format:Hardcover
Think Coca-Cola and what comes to mind? That's brand power. Author David A. Aaker illustrates how such powerful brands connect with customers. Unfortunately, Aaker doesn't show you how to build up your name or how to make the most of your ad dollars. But he does provide compelling, insider case studies, going back to the launch of Procter & Gamble's Ivory soap in 1881. Aaker sets three goals and just about achieves them: 1) Show managers how brand equity provides value, 2) Showcase examples of good and bad marketing and 3) Discuss how to manage brand equity. But, while Aaker explains brand equity by listing its components, the correlation between the parts and the whole is not clear - even with the ever-present flow chart. Regardless, being as well-known as IBM would make you tingle, and if you are looking for interesting historical perspective more than practical managerial advice, we [...] recommend this book, particularly to advertising and marketing executives.
4.0 out of 5 stars insightful book 13 April 2014
By J_Fif - Published on Amazon.com
Format:Kindle Edition|Verified Purchase
I purchased this book for my brand strategy class at NYU and I found it to be extremely insightful and easy to follow. Aaker is straight to the point and heeds some greats advice on how to manage brands whether they be old or new.
3.0 out of 5 stars Used 22 Jan. 2013
By Osei K. Agyeman - Published on Amazon.com
Format:Hardcover|Verified Purchase
Often used. Its a great book with great insight. Applied when it was necessary and needed. The information source was great.
5.0 out of 5 stars One of the Bests 31 Aug. 2006
By Yalcin Kaya - Published on Amazon.com
Format:Hardcover
I read this book from the library, but as it is a book to be kept in the personal library, bought it. Now I make my pals near to me read this book and the series.
5.0 out of 5 stars The authority on brand equity 6 April 2013
By Tom Black - Published on Amazon.com
Format:Hardcover|Verified Purchase
Every brand, for profit or not, needs this book. If fact, Aaker has the best series of brand management tools anywhere.
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