Building Strong Brands

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9780743232135: Building Strong Brands

Using real brand-building cases studies, this groundbreaking book describes how companies can increase brand identity by thinking 'out-of-the-box'. 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.

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From the Back Cover:

As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's book, Managing Brand Equity, managers discovered the value of a brand as a strategic asset and a company's primary source of competitve 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.

About the Author:

David A. Aaker is the E.T. Grether Professor of Marketing Strategy at the Haas School of Business at the University of California, Berkeley. He is a consultant to dozens of companies, including AT&T, Coca Cola, MasterCard, and General Motors. He is the cofounder, with Erich Joachimsthaler of the firm Aaker-Joachimsthaler Prophet Brand Strategy. His previous books include Brand Leadership and Managing Brand Equity, both published by The Free Press.

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1.

Aaker, David A.
Editorial: Simon & Schuster Ltd (2002)
ISBN 10: 0743232135 ISBN 13: 9780743232135
Nuevos Paperback Cantidad: 2
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Murray Media
(North Miami Beach, FL, Estados Unidos de America)
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Descripción Simon & Schuster Ltd, 2002. Paperback. Estado de conservación: New. Never used!. Nº de ref. de la librería P110743232135

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2.

David A. Aaker
Editorial: Simon & Schuster Ltd (2002)
ISBN 10: 0743232135 ISBN 13: 9780743232135
Nuevos Paperback Cantidad: 1
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Irish Booksellers
(Rumford, ME, Estados Unidos de America)
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Descripción Simon & Schuster Ltd, 2002. Paperback. Estado de conservación: New. book. Nº de ref. de la librería M0743232135

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