Management fads come and go in the blink of an eye, but branding is
here to stay. 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. David Aaker is widely recognised as the leading
expert in this burgeoning field. Now he prepares managers for the
next wave of the brand revolution. With coauthor Erich
Joachimsthaler, Aaker takes brand management to the next level -
strategic brand leadership. Required reading for every marketing
manager is the authors' conceptualisation of 'brand architecture' -
how multiple brands relate to each other - and their insights into
the ever-changing area of Internet branding. Full of impeccable,
intelligent guidance, Brand Leadershipis the visionary key to
business success in the future.
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