A dozen management fads have come and gone in the past decade, but
brand equity, first explored by David Aaker in the late 1980s, has
exploded in importance. Recognized by "Brandweek" as "the dean of
the brand-equity movement," Aaker now prepares managers for the
next level of the brand revolution -- brand leadership.
For the first time, Aaker and coauthor Erich Joachimsthaler
describe how the emerging paradigm of strategic brand leadership is
replacing the classic, tactically oriented brand management system
pioneered by Procter & Gamble. This fundamental shift involves
nothing less than a revolution in organizational structure,
systems, and culture -- as the authors demonstrate with hundreds of
case studies from companies such as Polo Ralph Lauren, Virgin
Airlines, Adidas, GE, Marriott, IBM, McDonald's, Maggi, and Swatch.
This immensely readable book provides the brand management team
with the capability to:
- Create and elaborate brand identities (what should the brand
stand for)
- Use the brand relationship spectrum, a powerful tool to harness
subbrands and endorsed brands to form brand architectures that
create clarity, synergy and leveraged assets
- Identify the customer "sweet spot" and the driving idea that
will move brand-building efforts beyond advertising to break out of
the clutter
- Use the Internet and sponsorship to make brands resources work
more effectively
- Address the four imperatives of global brand management
Like David Aaker's two previous bestselling books, "Brand
Leadership" will be essential reading for line executives and brand
managers in market-driven firms worldwide.
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