9780029001011
Managing Brand Equity: Capitalizing on the Value of a Brand Name
David A. Aaker
ISBN 13: 9780029001011
Publisher: Free Pr
Publication Date: 1991
Binding: Hardcover
Your Satisfaction is Guaranteed:
The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David Aaker, a national authority on branding. Yet, research shows that managers cannot identify with confidence their brand associations, levels of consumer awareness, or degree of customer loyalty. Moreover in the last decade, managers desperate for short-term financial results have often unwittingly damaged their brands through price promotions and unwise brand extensions, causing irreversible deterioration of the value of the brand name. Although several companies, such as Canada Dry and Colgate-Palmolive, have recently created an equity management position to be guardian of the value of brand names, far too few managers, Aaker concludes, really understand the concept of brand equity and how it must be implemented. In a fascinating and insightful examination of the phenomenon of brand equity, Aaker provides a clear and well-defined structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets, which will clarify for managers exactly how brand equity does contribute value. The author opens each chapter with a historical analysis of either the success or failure of a particular company's attempt at building brand equity: the fascinating Ivory soap story; the transformation of Datsun to Nissan; the decline of Schlitz beer; the making of the Ford Taurus; and others. Finally, citing examples from many other companies, Aaker shows how to avoid the temptation to place short-term performance before the health of the brand and, instead, to manage brands strategically by creating, developing, and exploiting each of the five assets in turn.
Managing Brand Equity: Capitalizing on the Value of a Brand Name: Search Results
| 1. |
Managing Brand Equity (ISBN: 0029001013 / 0-02-900101-3) Aaker, David A. Quantity Available: 1
Book Description: Free Press 1991-09-09, 1991. Hardcover. Book Condition: New. 0029001013. Bookseller Inventory # Z0029001013ZN Bookseller & Payment Information | More Books from this Seller | Ask Bookseller a Question |
|||
| 2. |
Managing Brand Equity (ISBN: 9780029001011) Aaker, David A. Quantity Available: 1
Book Description: Free Press, 1991. Hardcover. Book Condition: New. Ships Fast! Satisfaction Guaranteed!. Bookseller Inventory # mon0000285193 Bookseller & Payment Information | More Books from this Seller | Ask Bookseller a Question |
|||
| 3. |
Managing Brand Equity Capitalizing on the Value of a Brand Name (ISBN: 9780029001011) Aaker, David A. 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 # 97800290010111.0 Bookseller & Payment Information | More Books from this Seller | Ask Bookseller a Question |
Shipping:
US$ 3.99
From Canada to U.S.A. |
||
| 4. |
Managing Brand Equity (ISBN: 0029001013 / 0-02-900101-3) Aaker, David A. Quantity Available: 1
Book Description: Book Condition: New. Dust Jacket Condition: New. Brand new. Bookseller Inventory # 36-b3-61-04-n Bookseller & Payment Information | More Books from this Seller | Ask Bookseller a Question |
|||
| 5. |
MANAGING BRAND EQUITY C (ISBN: 0029001013 / 0-02-900101-3) Aaker, David A. Quantity Available: > 20
Book Description: Simon and Schuster. Book Condition: New. Brand New. Bookseller Inventory # 0029001013 Bookseller & Payment Information | More Books from this Seller | Ask Bookseller a Question |
|||
| 6. |
Managing Brand Equity (ISBN: 0029001013 / 0-02-900101-3) Aaker, David A. Quantity Available: 5
Book Description: Book Condition: New. Bookseller Inventory # 501507-n Bookseller & Payment Information | More Books from this Seller | Ask Bookseller a Question |
|||
| 7. |
Managing Brand Equity (ISBN: 9780029001011) Aaker, David A. Quantity Available: 1
Book Description: Free Press, 1991. Hardback. Book Condition: New. New Book. Shipped from US. Bookseller Inventory # KB-9780029001011 Bookseller & Payment Information | More Books from this Seller | Ask Bookseller a Question |
|||
| 8. |
Managing Brand Equity: Capitalizing on the Value of a Brand Name (ISBN: 9780029001011) Aaker, David A. Quantity Available: 10
Book Description: John Wiley Sons Inc, United States, 1991. Other book format. Book Condition: New. 242 x 162 mm. Brand New Book. The most important assets of any business are intangible: its company name, brands, symbols and slogans and their underlying association, perceived quality, name awareness, and customer base. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David Aaker, a national authority on branding. Yet, research shows that managers cannot identify with confidence their brand associations, level of consumer awareness, or degree of customer loyalty. Moreover, in the last decade, managers desperate for short-term financial results have often unwittingly damaged their brands through price promotions and unwise brand extensions, causing irreversible deterioration of the value of the brand name. In an examination of the phenomenon of brand equity, Aaker provides a structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets, which will clarify for managers exactly how brand equity does contribute value.The author opens each chapter with an historical analysis of either the success or failure of a particular company's attempt at building brand equity: the fascinating ivory soap story; the transformation of Datsun to Nissan; the decline of Schlitz beer; the making of the Ford Taurus; and others. Finally, with dozens of additional real company examples, Aaker shows how to avoid the temptation to place short-term performance before the health of the brand and, instead, to manage brands strategically by creating, developing, and exploiting each of the five assets in turn. Bookseller Inventory # AA89780029001011 Bookseller & Payment Information | More Books from this Seller | Ask Bookseller a Question |
Shipping:
US$ 0.00
From United Kingdom to U.S.A. |
||
| 9. |
Managing Brand Equity Capitalizing on the Value of a Brand Name (ISBN: 9780029001011) Aaker, David A. Quantity Available: 10
Book Description: 1991. Book Condition: New. This brand new copy of Managing Brand Equity Capitalizing on the Value of a Brand Name by David A. Aaker will be sent from our UK warehouse. UK delivery should be within 6 or 7 working days. International delivery varies by country. Simple no nonsense service from Wordery. Bookseller Inventory # 9780029001011 Bookseller & Payment Information | More Books from this Seller | Ask Bookseller a Question |
Shipping:
US$ 0.00
From United Kingdom to U.S.A. |
||
| 10. |
Managing Brand Equity (ISBN: 9780029001011) Aaker, David A. Quantity Available: 3
Book Description: Hardcover. Book Condition: New. Bookseller Inventory # 67599 Bookseller & Payment Information | More Books from this Seller | Ask Bookseller a Question |
|||
Portions of this page may be (c) 2006 Muze Inc. Some database content may also be provided by Baker & Taylor Inc. Copyright 1995-2006 Muze Inc. For personal non-commercial use only. All rights reserved. Content for books is owned by Baker & Taylor, Inc. or its licensors and is subject to copyright and all other protections provided by applicable law.
Portions of this page may be Copyright VNU Entertainment Media (UK) Ltd., 2006, Georg Lingenbrink GmbH & Co., Tite Live, S.A or Informazioni Editoriali S.p.A. All rights reserved.
