Building Strong Brands Paperback – 29 Apr 2010
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Dennis Carter Vice President, Director of Marketing, Intel Corporation A must for all marketing people.
Stephen P. Weisz Senior Vice President, Lodging Brands, Marriott Lodging Group A breakthrough work on the strategic value of brands...required reading for anyone who must maximize the profitability of their brands.
Peter A. Georgescu Chairman and Chief Executive Officer, Young & Rubicam Inc. Aaker's "brand system" and his discussion of brand equity measurement should fundamentally change our perspectives on marketing.
Peter Sealey, PH. D. Former Senior Vice President, Global Marketing, The Coca-Cola Company; presently Executive Consultant to the President, Sony New Technologies Inc. A must read...will take us to a new level of understanding...a treasure!
Joseph W. Tripoli Senior Vice President, Global Marketing, Products and Services, MasterCard International Incorporated Rarely is the sequel as good as the original. This time it's better! With compelling case studies and insightful discussion, Aaker extends the concepts put forth in Managing Brand Equity to create the first true owner's manual for brand managers. Aaker is the brand name in brand management!
Tom Peters Author of The Pursuit of WOW! A masterpiece...sophisticated, practical, and readable. It applies to the Big Guys....and makes sense for start-ups as well. Brand loyalty is anything but dead: Believe it!
Joe Weller Chairman and Chief Executive Officer, Nestle USA, Inc. Managing Brand Equity established the baseline. This book builds on that solid foundation.
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. --This text refers to an out of print or unavailable edition of this title.
From the Back Cover
As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's book, Managing Brand Equity, managers discovered the value of a brand as a strategic asset and a company's primary source of competitve 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. --This text refers to an out of print or unavailable edition of this title.See all Product description
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18 April 2013
Format: PaperbackVerified 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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Most recent customer reviews
Content of the book is ok, but the paper quality is disappointing so it doesn't deliver highly appreciated reading experience. Moreover the book arrived damaged.
There's some fascinating stuff in this book, which gives a great incite into the world of global branding and marketing.Read more
David Aaker is undoubtedly one of the leading authors on Branding; not just in the USA but worldwide.Read more
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