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-organisation, and brand-as-symbol perspectives. 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.
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.
| Format |
Häftad |
| Omfång |
400 sidor |
| Språk |
Engelska |
| Förlag |
Simon & Schuster Ltd |
| Utgivningsdatum |
2010-04-29 |
| ISBN |
9781849830409 |
