Managing Brand Equity: Capitalizing on the Value of a Brand Name

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9780029001011: Managing Brand Equity: Capitalizing on the Value of a Brand Name

Book by Aaker David A

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Críticas:

John O'ToolePresident, American Association of Advertising AgenciesAaker presents the critical importance of brands, and intelligent counsel on how to create, nurture, and evaluate them. This could be the book that finally directs the attention of American business away from quarterly earnings statements and onto permanent growth.

Reseña del editor:

The most important assets of any business are intangible: its company name, brands, symbols and slogans and their underlying association, perceived quality, name awareness, and customer base. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David Aaker, a national authority on branding. Yet, research shows that managers cannot identify with confidence their brand associations, level of consumer awareness, or degree of customer loyalty. Moreover, in the last decade, managers desperate for short-term financial results have often unwittingly damaged their brands through price promotions and unwise brand extensions, causing irreversible deterioration of the value of the brand name. In an examination of the phenomenon of brand equity, Aaker provides a structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets, which will clarify for managers exactly how brand equity does contribute value. The author opens each chapter with an historical analysis of either the success or failure of a particular company's attempt at building brand equity: the fascinating ivory soap story; the transformation of Datsun to Nissan; the decline of Schlitz beer; the making of the Ford Taurus; and others. Finally, with dozens of additional real company examples, Aaker shows how to avoid the temptation to place short-term performance before the health of the brand and, instead, to manage brands strategically by creating, developing, and exploiting each of the five assets in turn.

"Sobre este título" puede pertenecer a otra edición de este libro.

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Aaker, David A.
Editorial: Free Press 1991-01-01 (1991)
ISBN 10: 0029001013 ISBN 13: 9780029001011
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Descripción Free Press 1991-01-01, 1991. Hardcover. Estado de conservación: New. Hardcover. Publisher overstock, may contain remainder mark on edge. Nº de ref. de la librería 9780029001011B

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David A. Aaker
Editorial: Free Press (1991)
ISBN 10: 0029001013 ISBN 13: 9780029001011
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Descripción Free Press, 1991. Hardcover. Estado de conservación: New. book. Nº de ref. de la librería 0029001013

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Aaker, David A.
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Descripción Free Press. Hardcover. Estado de conservación: New. 0029001013 *BRAND NEW* Ships Same Day or Next!. Nº de ref. de la librería NATARAJB1FI756044

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Descripción Simon and Schuster. Estado de conservación: New. Brand New. Nº de ref. de la librería 0029001013

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David A. Aaker
Editorial: John Wiley Sons Inc, United States (1991)
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Descripción John Wiley Sons Inc, United States, 1991. Other book format. Estado de conservación: New. 236 x 158 mm. Language: English . This book usually ship within 10-15 business days and we will endeavor to dispatch orders quicker than this where possible. Brand New Book. The most important assets of any business are intangible: its company name, brands, symbols and slogans and their underlying association, perceived quality, name awareness, and customer base. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David Aaker, a national authority on branding. Yet, research shows that managers cannot identify with confidence their brand associations, level of consumer awareness, or degree of customer loyalty. Moreover, in the last decade, managers desperate for short-term financial results have often unwittingly damaged their brands through price promotions and unwise brand extensions, causing irreversible deterioration of the value of the brand name. In an examination of the phenomenon of brand equity, Aaker provides a structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets, which will clarify for managers exactly how brand equity does contribute value. The author opens each chapter with an historical analysis of either the success or failure of a particular company s attempt at building brand equity: the fascinating ivory soap story; the transformation of Datsun to Nissan; the decline of Schlitz beer; the making of the Ford Taurus; and others. Finally, with dozens of additional real company examples, Aaker shows how to avoid the temptation to place short-term performance before the health of the brand and, instead, to manage brands strategically by creating, developing, and exploiting each of the five assets in turn. Nº de ref. de la librería BZV9780029001011

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David A. Aaker
Editorial: John Wiley Sons Inc, United States (1991)
ISBN 10: 0029001013 ISBN 13: 9780029001011
Nuevos Cantidad: 10
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The Book Depository US
(London, Reino Unido)
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[?]

Descripción John Wiley Sons Inc, United States, 1991. Other book format. Estado de conservación: New. 236 x 158 mm. Language: English . Brand New Book. The most important assets of any business are intangible: its company name, brands, symbols and slogans and their underlying association, perceived quality, name awareness, and customer base. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David Aaker, a national authority on branding. Yet, research shows that managers cannot identify with confidence their brand associations, level of consumer awareness, or degree of customer loyalty. Moreover, in the last decade, managers desperate for short-term financial results have often unwittingly damaged their brands through price promotions and unwise brand extensions, causing irreversible deterioration of the value of the brand name. In an examination of the phenomenon of brand equity, Aaker provides a structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets, which will clarify for managers exactly how brand equity does contribute value. The author opens each chapter with an historical analysis of either the success or failure of a particular company s attempt at building brand equity: the fascinating ivory soap story; the transformation of Datsun to Nissan; the decline of Schlitz beer; the making of the Ford Taurus; and others. Finally, with dozens of additional real company examples, Aaker shows how to avoid the temptation to place short-term performance before the health of the brand and, instead, to manage brands strategically by creating, developing, and exploiting each of the five assets in turn. Nº de ref. de la librería BZV9780029001011

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Aaker, David A.
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Descripción 1991. HRD. Estado de conservación: New. New Book. Shipped from US within 10 to 14 business days. Established seller since 2000. Nº de ref. de la librería VS-9780029001011

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Aaker, David A.
ISBN 10: 0029001013 ISBN 13: 9780029001011
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Descripción 1991. HRD. Estado de conservación: New. New Book.Shipped from US within 10 to 14 business days. Established seller since 2000. Nº de ref. de la librería IB-9780029001011

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Aaker, David A.
ISBN 10: 0029001013 ISBN 13: 9780029001011
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Descripción Hardcover. Estado de conservación: New. Nº de ref. de la librería 1065401

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David A. Aaker
Editorial: Free Press (1991)
ISBN 10: 0029001013 ISBN 13: 9780029001011
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Descripción Free Press, 1991. Hardcover. Estado de conservación: New. Nº de ref. de la librería DADAX0029001013

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