Brand Leadership: Building Assets in an Information Economy - Hardcover

Aaker, David A.; Joachimsthaler, Erich

Hardcover

ISBN 10: 0684866455 ISBN 13: 9780684866451

Publisher: FREE PRESS, 2000

Synopsis

Management fads come and go, but branding is here to stay. This is a top to bottom guide to taking the lead in the battle of the brands, and keeping it, from the author of 'Building Strong Brands'.

About this title

Review:

Build it ... and they'll come. Nope, not necessarily, not anymore. It's a crowded, crazy market out there, and no matter how fabulous your product or service, there's bound to be someone else delivering something pretty close. The solution? Take your product or service and ... brand it! Though the idea has been around in management circles since the late 1980s, brand equity has never been more important than it is now. In Brand Leadership, David Aaker and Erich Joachimsthaler set out to guide managers to the next level of the brand revolution.

Building and managing brands, though obviously vital and necessary steps in the process, do not make up the whole picture of the successful development of a brand. What is needed is strategic brand leadership. Implementing this kind of leadership, Aaker and Joachimsthaler insist, requires a radical shift in an organization's culture, its structure, and its systems. In their densely packed but accessible book, they outline what this shift is all about, and discuss the important components of brand leadership: defining and elaborating a brand identity; designing the brand's architecture to achieve clarity, synergy, and leverage; building a brand beyond the obvious route of advertising by incorporating such aspects as sponsorship and the role of the Internet; and organizing the entire company around global brand leadership as opposed to merely the creation of a global brand. To support and demonstrate their ideas, the authors conducted hundreds of corporate case studies throughout Europe and the U.S. Inspiring and useful tales of such brand-focused and brand-recognized companies as Virgin, L.L. Bean, Nike, Adidas, and MasterCard are told in detail, and they touch on a host of other companies and brands to add texture to the lessons. As is obvious from these examples, achieving an effective brand leadership strategy requires awareness, understanding, passion, and a heck of a lot of work. But in today's enormously competitive brand environment, the rewards can be--and are--well worth the effort. Brand Leadership provides invaluable advice for anyone looking to focus and direct that effort toward a profitable and lasting result. --S. Ketchum

About the Author:

David A. Aaker is the E.T. Grether Professor of Marketing Strategy at the Haas School of Business at the University of California, Berkeley. He is a consultant to dozens of companies, including AT&T, Coca Cola, MasterCard, and General Motors. He is the cofounder, with Erich Joachimsthaler of the firm Aaker-Joachimsthaler Prophet Brand Strategy. His previous books include BRAND LEADERSHIP and MANAGING BRAND EQUITY, both published by The Free Press. Erich Joachimsthaler is the founder and CEO of Vivaldi Partners, a strategy, innovation, and marketing consulting company. He has published around 60 articles in academic journals centered on marketing issues. His most recent book focuses on the broadening strategic role of marketing in building growth businesses and is entitled: Hidden in Plain Sight: How to Find and Execute Your Company's Next Growth Strategy

About this edition

• Publisher: FREE PRESS
• Publication date: 2000
• ISBN 10: 0684866455
• ISBN 13: 9780684866451
• Binding: Hardcover
• Number of pages: 352