Top Marketplace offers for ISBN

9780684839240

Brand Leadership: The Next Level of the Brand Revolution

Aaker, David A.; Joachimsthaler, Erich

3.83 avg rating
( 100 ratings by GoodReads )
Not the book you're looking for? Search for all books with this author and title
9780684839240: Brand Leadership: The Next Level of the Brand Revolution

A dozen management fads have come and gone in the past decade, but brand equity, first explored by David Aaker in the late 1980s, has exploded in importance. Recognized by "Brandweek" as "the dean of the brand-equity movement," Aaker now prepares managers for the next level of the brand revolution -- brand leadership.

For the first time, Aaker and coauthor Erich Joachimsthaler describe how the emerging paradigm of strategic brand leadership is replacing the classic, tactically oriented brand management system pioneered by Procter & Gamble. This fundamental shift involves nothing less than a revolution in organizational structure, systems, and culture -- as the authors demonstrate with hundreds of case studies from companies such as Polo Ralph Lauren, Virgin Airlines, Adidas, GE, Marriott, IBM, McDonald's, Maggi, and Swatch. This immensely readable book provides the brand management team with the capability to:

  • Create and elaborate brand identities (what should the brand stand for)

  • Use the brand relationship spectrum, a powerful tool to harness subbrands and endorsed brands to form brand architectures that create clarity, synergy and leveraged assets

  • Identify the customer "sweet spot" and the driving idea that will move brand-building efforts beyond advertising to break out of the clutter

  • Use the Internet and sponsorship to make brands resources work more effectively

  • Address the four imperatives of global brand management

    Like David Aaker's two previous bestselling books, "Brand Leadership" will be essential reading for line executives and brand managers in market-driven firms worldwide.

  • "synopsis" may belong to another edition of 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 Vice-Chairman of Prophet, Professor Emeritus of Marketing Strategy at the Haas School of Business, University of California at Berkeley, Advisor to Dentsu, Inc., and a recognized authority on brands and brand management. The winner of the Paul D. Converse Award for outstanding contributions to the development of the science of marketing and the Vijay Mahajan Award for Career Contributions to Marketing Strategy, he has published more than ninety articles and eleven books, including Strategic Market Management, Managing Brand Equity, Building Strong Brands, and Brand Leadership (co-authored with Eric Joachimsthaler).

    "About this title" may belong to another edition of this title.

    Buy New View Book
    List Price: US$
    US$ 14.96

    Convert Currency

    Add to Basket

    Shipping: FREE
    Within U.S.A.

    Destination, Rates & Speeds

    Top Search Results from the AbeBooks Marketplace

    1.

    Aaker, David A.; Joachimsthaler, Erich Author
    Published by Free Press (2000)
    ISBN 10: 0684839245 ISBN 13: 9780684839240
    New Hardcover Quantity Available: 1
    Seller
    Irish Booksellers
    (Rumford, ME, U.S.A.)
    Rating
    [?]

    Book Description Free Press, 2000. Hardcover. Book Condition: New. book. Bookseller Inventory # 0684839245

    More Information About This Seller | Ask Bookseller a Question

    Buy New
    US$ 14.96
    Convert Currency

    Add to Basket

    Shipping: FREE
    Within U.S.A.
    Destination, Rates & Speeds

    2.

    Aaker, David A.; Joachimsthaler, Erich Author
    Published by Free Press (2000)
    ISBN 10: 0684839245 ISBN 13: 9780684839240
    New Hardcover Quantity Available: 1
    Seller
    Book Deals
    (Lewiston, NY, U.S.A.)
    Rating
    [?]

    Book Description Free Press, 2000. Book Condition: New. Brand New, Unread Copy in Perfect Condition. A+ Customer Service!. Bookseller Inventory # ABE_book_new_0684839245

    More Information About This Seller | Ask Bookseller a Question

    Buy New
    US$ 16.05
    Convert Currency

    Add to Basket

    Shipping: FREE
    Within U.S.A.
    Destination, Rates & Speeds

    3.

    Aaker, David A.; Joachimsthaler, Erich Author
    ISBN 10: 0684839245 ISBN 13: 9780684839240
    New Quantity Available: 1
    Seller
    Castle Rock
    (Pittsford, NY, U.S.A.)
    Rating
    [?]

    Book Description Book Condition: Brand New. Book Condition: Brand New. Bookseller Inventory # 97806848392401.0

    More Information About This Seller | Ask Bookseller a Question

    Buy New
    US$ 12.08
    Convert Currency

    Add to Basket

    Shipping: US$ 3.99
    Within U.S.A.
    Destination, Rates & Speeds

    4.

    Aaker, David A.; Joachimsthaler, Erich Author
    Published by Free Press (2000)
    ISBN 10: 0684839245 ISBN 13: 9780684839240
    New Hardcover Quantity Available: 1
    Seller
    ExtremelyReliable
    (RICHMOND, TX, U.S.A.)
    Rating
    [?]

    Book Description Free Press, 2000. Hardcover. Book Condition: New. Bookseller Inventory # DADAX0684839245

    More Information About This Seller | Ask Bookseller a Question

    Buy New
    US$ 16.09
    Convert Currency

    Add to Basket

    Shipping: US$ 3.99
    Within U.S.A.
    Destination, Rates & Speeds

    5.

    Aaker, David A.; Joachimsthaler, Erich Author
    ISBN 10: 0684839245 ISBN 13: 9780684839240
    New Quantity Available: 3
    Seller
    California Spanish Books
    (buenos aires, Argentina)
    Rating
    [?]

    Book Description Book Condition: New. Bookseller Inventory # 9780684839240

    More Information About This Seller | Ask Bookseller a Question

    Buy New
    US$ 34.39
    Convert Currency

    Add to Basket

    Shipping: US$ 4.00
    From Argentina to U.S.A.
    Destination, Rates & Speeds

    6.

    Aaker, David A.; Joachimsthaler, Erich Author
    Published by Free Press (2000)
    ISBN 10: 0684839245 ISBN 13: 9780684839240
    New Hardcover Quantity Available: 3
    Seller
    Murray Media
    (MIAMI SHORES, FL, U.S.A.)
    Rating
    [?]

    Book Description Free Press, 2000. Hardcover. Book Condition: New. Bookseller Inventory # P110684839245

    More Information About This Seller | Ask Bookseller a Question

    Buy New
    US$ 64.20
    Convert Currency

    Add to Basket

    Shipping: US$ 0.99
    Within U.S.A.
    Destination, Rates & Speeds