Book details
  • Building Strong Brands See large image

    Building Strong Brands (Pocket Books) (Paperback) By (author) David Aaker

    Free worldwide delivery

    Currently unavailable

    We can notify you when this item is back in stock and you don't have to register

    | Add to wishlist

    OR try AbeBooks who may have this title (opens in new window).

    Try AbeBooks

    Short Description for Building Strong BrandsUsing real brand-building case studies, this groundbreaking book describes how companies can increase brand identity by thinking 'out-of-the-box'.
    Full description

Other books

Other people who viewed this bought | Other books in this series | Other books in this category
Showing items 1 to 10 of 10

 

Full description | Reviews | Bibliographic data

Full description for Building Strong Brands

  • 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.