- Hardcover: 224 pages
- Publisher: Jossey Bass; illustrated edition edition (1 Sep 1991)
- Language English
- ISBN-10: 0029001013
- ISBN-13: 978-0029001011
- Product Dimensions: 24.4 x 16.2 x 2.7 cm
- Average Customer Review: 5.0 out of 5 stars See all reviews (2 customer reviews)
- Amazon Bestsellers Rank: 116,057 in Books (See Top 100 in Books)
Managing Brand Equity
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Product Description
Product Description
The most important assets of any business are intangible: its company name, brands, symbols and slogans and their underlying association, perceived quality, name awareness, and customer base. 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, level 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. In an examination of the phenomenon of brand equity, Aaker provides a 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 an 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, with dozens of additional real company examples, 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.
Inside This Book
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First Sentence
One Sunday in 1879 Harley Procter, one of the founders of the candle and soap firm Procter & Gamble (P&G), heard a sermon based on the Forty-fifth Psalm, "All thy garments smell of myrrh, and aloes, and cassia, out of ivory palaces." Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
One Sunday in 1879 Harley Procter, one of the founders of the candle and soap firm Procter & Gamble (P&G), heard a sermon based on the Forty-fifth Psalm, "All thy garments smell of myrrh, and aloes, and cassia, out of ivory palaces." 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
4 of 8 people found the following review helpful
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.
1 of 6 people found the following review helpful
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.
Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com:
4 reviews
14 of 14 people found the following review helpful
A Solid Effort!
27 April 2001
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.
One of the Bests
31 Aug 2006
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 of 15 people found the following review helpful
MARKETING EQUALS MANAGING BRAND EQUITY
13 Mar 1999
Format:Hardcover|Amazon Verified Purchase
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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