9780743207676

Brand Leadership

Aaker, David A.

ISBN 10: 074320767X / 0-7432-0767-X
ISBN 13: 9780743207676
Publisher: Simon & Schuster (Paper)
Publication Date: 2002
Binding: Softcover
Editorial Reviews for this title:
Synopsis:
Closely watched by the stock market and obsessed over by the biggest companies, brand identity is the one indisputable source of sustainable competitive advantage, the vital key to customer loyalty. An expert in this burgeoning field, David Aaker now prepares managers for the next wave of the brand revolution. With co-author Erich Joachimsthaler, Aaker takes brand management to the next level - strategic brand leadership. The authors offer their conceptualization of "brand architecture" - how multiple brands relate to each other - as well as insights on the new area of internet branding.

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

Review

Editorial reviews may belong to another edition of this title.
 

Brand Leadership: Search Results

1.

Aaker, David A.
ISBN 10: 074320767X
ISBN 13: 9780743207676
Bookseller: Murray Media (MIAMI SHORES, FL, U.S.A.)
Bookseller Rating: 5-star rating
Quantity Available: 3

Book Description: Simon & Schuster (Paper). Paperback. Book Condition: New. Bookseller Inventory # P11074320767X

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

Add Book to Shopping Basket
Price: US$ 83.74
Convert Currency
Shipping: US$ 3.99
Within U.S.A.
View All Listings for this Book