Building Strong Brands

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9780029001516: Building Strong Brands

Book by Aaker David A

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Críticas:

Robert A. Lutz President and Chief Operating Officer, Chrysler Corporation A failure to maintain strong brands is one of the key reasons the American auto industry encountered a "lost generation" of customers in the 1970"s and 1980"s. And one of our fundamental problems was mistaking "brand identity" (what we "wanted "to be) for "brand image" (what we really were)--just one of the many issues explored in this insightful book. Every American company could benefit from the kind of soul-searching about brands that Professor Aaker advocates.

Críticas:

Joe Weller Chairman and Chief Executive Officer, Nestle USA, Inc. Managing Brand Equity established the baseline. This book builds on that solid foundation.

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

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1.

Aaker, David A.
Editorial: Free Press
ISBN 10: 002900151X ISBN 13: 9780029001516
Nuevos Tapa dura Cantidad: 1
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Your Online Bookstore
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Descripción Free Press. Hardcover. Estado de conservación: New. 002900151X Ships promptly from Texas. Nº de ref. de la librería HCI5466DPGG052717H0251

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Aaker, David A.
Editorial: Free Press 1996-01-01 (1996)
ISBN 10: 002900151X ISBN 13: 9780029001516
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BookOutlet
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Descripción Free Press 1996-01-01, 1996. Hardcover. Estado de conservación: New. Hardcover. Publisher overstock, may contain remainder mark on edge. Nº de ref. de la librería 9780029001516B

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Aaker, David A.
ISBN 10: 002900151X ISBN 13: 9780029001516
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Descripción 1995. 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-9780029001516

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AAKER
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ISBN 10: 002900151X ISBN 13: 9780029001516
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Descripción Simon and Schuster. Estado de conservación: New. Brand New. Nº de ref. de la librería 002900151X

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Aaker, David A.
Editorial: Free Press
ISBN 10: 002900151X ISBN 13: 9780029001516
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Mediaoutlet12345
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Descripción Free Press. Hardcover. Estado de conservación: New. 002900151X *BRAND NEW* Ships Same Day or Next!. Nº de ref. de la librería NATARAJB1FI755892

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David A. Aaker
Editorial: John Wiley Sons Inc, United States (1996)
ISBN 10: 002900151X ISBN 13: 9780029001516
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Book Depository hard to find
(London, Reino Unido)
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Descripción John Wiley Sons Inc, United States, 1996. Other book format. Estado de conservación: New. 239 x 163 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. 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-organization, and brand-as-symbol perspectives. The twin concepts of brand identity (the brand image that brand strategists aspire to create or maintain) and brand position (that part of the brand identity that is to be actively communicated) play a key role in managing the out-of-the-box brand. 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. Aaker also addresses practical management issues, introducing a set of brand equity measures, termed the brand equity ten, to help those who measure and track brand equity across products and markets. He presents and analyzes brand-nurturing organizational forms that are responsive to the challenges of coordinated brands acrossmarkets, products, roles, and contexts. Potentially destructive organizational pressures to change a brand s identity and position are also discussed. 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. Nº de ref. de la librería BZV9780029001516

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7.

David A. Aaker
Editorial: Free Press (1995)
ISBN 10: 002900151X ISBN 13: 9780029001516
Nuevos Tapa dura Cantidad: 1
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Ergodebooks
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Descripción Free Press, 1995. Hardcover. Estado de conservación: New. Nº de ref. de la librería DADAX002900151X

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8.

Aaker, David A.
Editorial: Free Press (1995)
ISBN 10: 002900151X ISBN 13: 9780029001516
Nuevos Tapa dura Cantidad: 1
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Eleven Highways
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Descripción Free Press, 1995. Hardcover. Estado de conservación: New. Brand new in store, mint condition, same day shipping 100% satisfaction. Nº de ref. de la librería 73-VINV-P6PD

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9.

David A. Aaker
Editorial: John Wiley Sons Inc, United States (1996)
ISBN 10: 002900151X ISBN 13: 9780029001516
Nuevos Cantidad: 10
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The Book Depository US
(London, Reino Unido)
Valoración
[?]

Descripción John Wiley Sons Inc, United States, 1996. Other book format. Estado de conservación: New. 239 x 163 mm. Language: English . Brand New Book. 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-organization, and brand-as-symbol perspectives. The twin concepts of brand identity (the brand image that brand strategists aspire to create or maintain) and brand position (that part of the brand identity that is to be actively communicated) play a key role in managing the out-of-the-box brand. 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. Aaker also addresses practical management issues, introducing a set of brand equity measures, termed the brand equity ten, to help those who measure and track brand equity across products and markets. He presents and analyzes brand-nurturing organizational forms that are responsive to the challenges of coordinated brands acrossmarkets, products, roles, and contexts. Potentially destructive organizational pressures to change a brand s identity and position are also discussed. 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. Nº de ref. de la librería BZV9780029001516

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10.

David A. Aaker
Editorial: John Wiley Sons Inc, United States (1996)
ISBN 10: 002900151X ISBN 13: 9780029001516
Nuevos Cantidad: 1
Librería
The Book Depository
(London, Reino Unido)
Valoración
[?]

Descripción John Wiley Sons Inc, United States, 1996. Other book format. Estado de conservación: New. 239 x 163 mm. Language: English . Brand New Book. 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-organization, and brand-as-symbol perspectives. The twin concepts of brand identity (the brand image that brand strategists aspire to create or maintain) and brand position (that part of the brand identity that is to be actively communicated) play a key role in managing the out-of-the-box brand. 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. Aaker also addresses practical management issues, introducing a set of brand equity measures, termed the brand equity ten, to help those who measure and track brand equity across products and markets. He presents and analyzes brand-nurturing organizational forms that are responsive to the challenges of coordinated brands acrossmarkets, products, roles, and contexts. Potentially destructive organizational pressures to change a brand s identity and position are also discussed. 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. Nº de ref. de la librería AAS9780029001516

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