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Managing Brand Equity: Capitalizing on the Value of a Brand Name Hardcover – 1 Sep 1991


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Product details

  • Hardcover: 224 pages
  • Publisher: Jossey Bass; Reprint edition (1 Sept. 1991)
  • Language: English
  • ISBN-10: 0029001013
  • ISBN-13: 978-0029001011
  • Product Dimensions: 15.5 x 2.8 x 23.5 cm
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (2 customer reviews)
  • Amazon Bestsellers Rank: 66,957 in Books (See Top 100 in Books)

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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.

Inside This Book (Learn More)
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
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4 of 8 people found the following review helpful By A Customer on 13 Mar. 1999
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 By A Customer on 1 Mar. 1998
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: 10 reviews
15 of 15 people found the following review helpful
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.
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.
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.
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.
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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