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Building Strong Brands Paperback – 29 Apr 2010

4.2 out of 5 stars 16 customer reviews

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Product details

  • Paperback: 400 pages
  • Publisher: Simon & Schuster UK (29 April 2010)
  • Language: English
  • ISBN-10: 1849830401
  • ISBN-13: 978-1849830409
  • Product Dimensions: 13 x 2.6 x 19.8 cm
  • Average Customer Review: 4.2 out of 5 stars  See all reviews (16 customer reviews)
  • Amazon Bestsellers Rank: 96,187 in Books (See Top 100 in Books)

Product Description

Review

Dennis Carter

Vice President, Director of Marketing, Intel Corporation

A must for all marketing people.



Joe Weller

Chairman and Chief Executive Officer, Nestle USA, Inc.

"Managing Brand Equity" established the baseline. This book builds on that solid foundation.



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.



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!



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!



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.



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.



Dennis CarterVice President, Director of Marketing, Intel CorporationA must for all marketing people.

Joe WellerChairman and Chief Executive Officer, Nestle USA, Inc."Managing Brand Equity" established the baseline. This book builds on that solid foundation.

Peter A. GeorgescuChairman 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.

Stephen P. WeiszSenior Vice President, Lodging Brands, Marriott Lodging GroupA breakthrough work on the strategic value of brands...required reading for anyone who must maximize the profitability of their brands.

Tom PetersAuthor 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!

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. TripoliSenior Vice President, Global Marketing, Products and Services, MasterCard International IncorporatedRarely 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!

Robert A. LutzPresident and Chief Operating Officer, Chrysler CorporationA 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.

Dennis Carter Vice President, Director of Marketing, Intel Corporation A must for all marketing people.

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!

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.

Joe Weller Chairman and Chief Executive Officer, Nestle USA, Inc. "Managing Brand Equity" established the baseline. This book builds on that solid foundation.

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!

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.

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Customer Reviews

4.2 out of 5 stars
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Top Customer Reviews

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.
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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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By A Customer on 20 Nov. 1998
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.
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Format: Paperback Verified 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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By A Customer on 9 Dec. 1997
Format: Hardcover
You don't have to be a brand manager or advertising person to appreciate the value of David Aaker's Brand Equity. As both a sales person and one who routinely works with branded grocery product companies, I truly appreciate Aaker's depth of knowledge, insights and practical examples contained in Managing Brand Equity. Whether you believe it or not, we're all in the business of building a brand-ourselves. Use Aaker's insights to help you better position yourself in the minds of your customers, potential customers, co-workers and supervisors.
You'll be richer for it, both financially and personally.
Managing Brand Equity is easy to read, understand and use. Its a must for anyone concerned about better developing what they sell and how they sell it in this very competitive global economy.
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Format: Paperback Verified Purchase
the book is essentially a brand equity discourse and does not cover all aspects of building strong brands. useful for understanding brand equity.
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By A Customer on 12 Dec. 2005
Format: Paperback
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 principles he presents.
I would highly recommend this book to any marketing professional looking for a robust framework to deliver the ‘brand utopia’ we all seek.
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Format: Paperback
David Aaker is undoubtedly one of the leading authors on Branding; not just in the USA but worldwide. Building Strong Brands contains a strong analytical apperoach, underpinned by extensive academic and business experience.
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