9780029001516

Building Strong Brands

Aaker, David A.

ISBN 10: 002900151X / 0-02-900151-X
ISBN 13: 9780029001516
Publisher: Free Press
Publication Date: 1995
Binding: Hardcover
Editorial Reviews for this title:
Synopsis:
As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's pathbreaking book, Managing Brand Equity, managers discovered the value of a brand as a strategic asset and a company's primary source of competitive 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.
A common pitfall of brand strategists is to focus on brand attributes. Aaker shows how to break out of the box by considering emotional and self-expressive benefits and by introducing the brand-as-person, brand-as-organization, and brand-as-symbol perspectives. The twin concepts of brand identity (the brand image that brand strategists aspire to create or maintain) and brand position (that part of the brand identity that is to be actively communicated) play a key role in managing the "out-of-the-box" brand.
A second pitfall is to ignore the fact that individual brands are part of a larger system consisting of many intertwined and overlapping brands and subbrands. Aaker shows how to manage the "brand system" to achieve clarity and synergy, to adapt to a changing environment, and to leverage brand assets into new markets and products.
Aaker also addresses practical management issues, introducing a set of brand equity measures, termed the brand equity ten, to help those who measure and track brand equity across products and markets. He presents and analyzes brand-nurturing organizational forms that are responsive to the challenges of coordinated brands across markets, products, roles, and contexts. Potentially destructive organizational pressures to change a brand's identity and position are also discussed.
As executives in a wide range of industries seek to prevent their products and services from becoming commodities, they are recommitting themselves to brands as a foundation of business strategy. This new work will be essential reading for the battle-ready.

Editorial reviews may belong to another edition of this title.
 

Building Strong Brands: Search Results

1.

Aaker, David A.
ISBN 10: 002900151X
ISBN 13: 9780029001516
Bookseller: ChristianBookbag / Beans Books, Inc. (Westlake, OH, U.S.A.)
Bookseller Rating: 5-star rating
Quantity Available: 2

Book Description: Free Press, 1995. Hardcover. Book Condition: New. Publisher's Return - may have a remainder mark. Multiple copies are available. Bookseller Inventory # 1402120018

Bookseller & Payment Information | More Books from this Seller | Ask Bookseller a Question

Add Book to Shopping Basket
Price: US$ 5.24
Convert Currency
Shipping: US$ 3.50
Within U.S.A.
2.

Aaker, David A.
ISBN 10: 002900151X
ISBN 13: 9780029001516
Bookseller: Book Deals (Lewiston, NY, U.S.A.)
Bookseller Rating: 3-star rating
Quantity Available: 1

Book Description: Free Press, 1995. Book Condition: New. Brand New, Unread Copy in Perfect Condition. A+ Customer Service!. Bookseller Inventory # ABE_book_new_002900151X

Bookseller & Payment Information | More Books from this Seller | Ask Bookseller a Question

Add Book to Shopping Basket
Price: US$ 10.48
Convert Currency
Shipping: FREE Within U.S.A.
3.

Aaker, David A.
ISBN 10: 002900151X
ISBN 13: 9780029001516
Bookseller: Purplebenjy2001 (Phoenix, AZ, U.S.A.)
Bookseller Rating: 5-star rating
Quantity Available: 1

Book Description: Old Tappan, New Jersey, U.S.A.: Free Pr, 1995. Hardcover. Book Condition: New. Brand New, Unread Book in Excellent Condition with Very Minimal Shelf-wear, $AVE! FAST SHIPPING W/ FREE TRACKING!. Bookseller Inventory # ABE-12546499826

Bookseller & Payment Information | More Books from this Seller | Ask Bookseller a Question

Add Book to Shopping Basket
Price: US$ 7.00
Convert Currency
Shipping: US$ 3.50
Within U.S.A.
4.

Aaker, David A.
ISBN 10: 002900151X
ISBN 13: 9780029001516
Bookseller: Stars and Stripes (Parkville, MD, U.S.A.)
Bookseller Rating: 4-star rating
Quantity Available: 1

Book Description: Free Press, 1995. Hardcover. Book Condition: New. Brand new condition, mint and unused. Dust jacket in pristine condition. Give this as a gift. No writing or highlighting present. Fast shipping with delivery confirmation. Bookseller Inventory # 829FJ

Bookseller & Payment Information | More Books from this Seller | Ask Bookseller a Question

Add Book to Shopping Basket
Price: US$ 8.61
Convert Currency
Shipping: US$ 3.99
Within U.S.A.
5.

Aaker, David A.
ISBN 10: 002900151X
ISBN 13: 9780029001516
Bookseller: ExtremelyReliable (Richmond, TX, U.S.A.)
Bookseller Rating: 5-star rating
Quantity Available: 1

Book Description: Free Press. Hardcover. Book Condition: New. Bookseller Inventory # DADAX002900151X

Bookseller & Payment Information | More Books from this Seller | Ask Bookseller a Question

Add Book to Shopping Basket
Price: US$ 11.34
Convert Currency
Shipping: US$ 3.99
Within U.S.A.
6.

Aaker, David A.
ISBN 10: 002900151X
ISBN 13: 9780029001516
Bookseller: FOURSEASONS4JOY, LLC (CHICAGO, IL, U.S.A.)
Bookseller Rating: 4-star rating
Quantity Available: 1

Book Description: Hardcover. Book Condition: BRAND NEW. BRAND NEW. Fast Shipping. Prompt Customer Service. Satisfaction guaranteed. Bookseller Inventory # 002900151XBNA

Bookseller & Payment Information | More Books from this Seller | Ask Bookseller a Question

Add Book to Shopping Basket
Price: US$ 11.64
Convert Currency
Shipping: US$ 3.99
Within U.S.A.
7.

Aaker, David A.
ISBN 10: 002900151X
ISBN 13: 9780029001516
Bookseller: Castle Rock (Amherst, NS, Canada)
Bookseller Rating: 5-star rating
Quantity Available: 1

Book Description: Book Condition: Brand New. Book Condition: Brand New * All orders are processed and shipped from Las Vegas, NV USA *. Bookseller Inventory # 97800290015161.0

Bookseller & Payment Information | More Books from this Seller | Ask Bookseller a Question

Add Book to Shopping Basket
Price: US$ 12.43
Convert Currency
Shipping: US$ 3.99
From Canada to U.S.A.
8.

Aaker, David A.
ISBN 10: 002900151X
ISBN 13: 9780029001516
Bookseller: Paperbackshop-US (Secaucus, NJ, U.S.A.)
Bookseller Rating: 5-star rating
Quantity Available: > 20

Book Description: Free Press, 1995. Hardback. Book Condition: New. New Book. Shipped from US. Bookseller Inventory # VS-9780029001516

Bookseller & Payment Information | More Books from this Seller | Ask Bookseller a Question

Add Book to Shopping Basket
Price: US$ 16.12
Convert Currency
Shipping: US$ 3.99
Within U.S.A.
9.

Aaker, David A.
ISBN 10: 002900151X
ISBN 13: 9780029001516
Bookseller: Nataraj Books, Inc. (Springfield, VA, U.S.A.)
Bookseller Rating: 4-star rating
Quantity Available: > 20

Book Description: Free Press. Hardcover. Book Condition: New. 002900151X *BRAND NEW* Ships Same Day or Next!. Bookseller Inventory # SWATI2121212213

Bookseller & Payment Information | More Books from this Seller | Ask Bookseller a Question

Add Book to Shopping Basket
Price: US$ 17.84
Convert Currency
Shipping: US$ 3.99
Within U.S.A.
10.

Aaker, David A.
ISBN 10: 002900151X
ISBN 13: 9780029001516
Bookseller: INDOO (Avenel, NJ, U.S.A.)
Bookseller Rating: 4-star rating
Quantity Available: > 20

Book Description: Simon and Schuster. Book Condition: New. Brand New. Bookseller Inventory # 002900151X

Bookseller & Payment Information | More Books from this Seller | Ask Bookseller a Question

Add Book to Shopping Basket
Price: US$ 18.37
Convert Currency
Shipping: US$ 3.50
Within U.S.A.
View All Listings for this Book