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Aaker on Branding - 20 Principles That Drive Success (Hardcover)
Loot Price: R692
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Aaker on Branding - 20 Principles That Drive Success (Hardcover)
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"Aaker on Branding" presents in a compact form the twenty essential
principles of branding that will lead to the creation of strong
brands. Culled from the six David Aaker brand books and related
publications, these principles provide the broad understanding of
brands, brand strategy, brand portfolios, and brand building that
all business, marketing, and brand strategists should know.
"Aaker on Branding" is a "go-to" source for how you create and
maintain strong brands and synergetic brand portfolios. It provides
a checklist of strategies, perspectives, tools, and concepts that
represents not only what you should know but also what action
options should be on the table. When followed, these principles
will lead to strong, enduring brands that both support business
strategies going forward and create coherent and effective brand
families.
Those now interested in and involved with branding are faced with
information overload, not only from the Aaker books but from others
as well. It is hard to know what to read and which elements to
adapt. There are a lot of good ideas out there but also some that
are inferior, need updating, or are subject to being misinterpreted
and misapplied. And there are some ideas that, while plausible, are
simply wrong if not dangerous--especially if taken literally.
"Aaker on Branding" offers a sense of topic priorities and a
roadmap to David Aaker's books, thinking, and contributions. As it
structures the larger literature of the brand field, it also
advances the theory of branding and the practice of brand
management and, by extension, the practice of business management.
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