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.
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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. KetchumAbout 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 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 Building Strong Brands 002900151X and Managing Brand Equity 0029001013, both published by The Free Press.
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Book Description Simon & Schuster (Paper), 2000. Book Condition: Good. N/A. Shows some signs of wear, and may have some markings on the inside. Bookseller Inventory # GRP81217908
Book Description Simon & Schuster (Paper). Paperback. Book Condition: Good. Light shelf wear and minimal interior marks. Bookseller Inventory # G074320767XI3N00
Book Description Simon & Schuster (Paper), 2000. Book Condition: Good. N/A. Ships from the UK. Former Library book. Shows some signs of wear, and may have some markings on the inside. Bookseller Inventory # GRP70989650
Book Description Free Press, 2002. Paperback. Book Condition: Very Good. Very Good condition with no significant faults. Clearly used but very few minor defects. Will look good on your book case after reading but may not be suitable as a present unless hard to find elsewhere SECURE DAILY POSTING FROM UK. 30 DAY GUARANTEE. Bookseller Inventory # mon0002243253
Book Description Free Press, 2002. Paperback. Book Condition: Very Good. Brand Leadership This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. . Bookseller Inventory # 7719-9780743207676
Book Description Free Press, 2002. Paperback. Book Condition: Good. Brand Leadership This book is in good or better condition. It has no tears to the pages and no pages will be missing from the book. The spine of the book is still in great condition and the front cover is generally unmarked. It has signs of previous use but overall is in really nice, tight condition. Shipping is normally same day from our UK warehouse. We offer a money back guarantee if you are not satisfied. Bookseller Inventory # 9053-9780743207676
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