Building Strong Brands Paperback / softback
by David A. Aaker
Paperback / softback
- Information
Description
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.
Information
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In Stock - Less than 10 copies availableFree UK DeliveryEstimated delivery 2-3 working days
- Format:Paperback / softback
- Pages:400 pages
- Publisher:Simon & Schuster Ltd
- Publication Date:29/04/2010
- Category:
- ISBN:9781849830409
Other Formats
- EPUB from £7.99
- Paperback / softback from £71.61
- Hardback from £151.64
- PDF from £76.49
Information
-
In Stock - Less than 10 copies availableFree UK DeliveryEstimated delivery 2-3 working days
- Format:Paperback / softback
- Pages:400 pages
- Publisher:Simon & Schuster Ltd
- Publication Date:29/04/2010
- Category:
- ISBN:9781849830409