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Sinopsis
"Aaker on Branding" provides the principles of branding you need to know to create and manage strong brands. The concepts are culled from the articles, six branding books, and other writings of David Aaker and have been proven to help hundreds of firms develop branding programs. With five sections, it provides a story arc about creating a strong brand that involves understanding that brands are assets, creating a compelling brand vision, bringing the brand to life in the marketplace, maintaining its relevance over time, and managing the brand team to create clarity, synergy, and leverage. The book provides a vehicle for a marketing professional to learn or review the issues, problems, and solutions of branding in a compact form.
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Acerca del autor
David Aaker, recognized authority on branding, has written six books on brands and brand strategy and another twelve on related topics that together have sold well over one million copies. He developed several concepts including the “Aaker” brand vision model, branded energizers, branded differentiators, the brand relationship spectrum, and framing a category.
Aaker is the Vice-Chairman of Prophet, a brand and strategy consultancy, and Professor Emeritus of Marketing Strategy at the Haas School of Business, UC Berkeley. The winner of three career awards for contributions to the science of marketing (the Paul D. Converse Award), marketing strategy (the Vijay Mahajan Award), and the theory and practice of marketing (the Buck Weaver Award), he has published over one hundred articles and seventeen books including Strategic Market Management 10th edition, Managing Brand Equity, Building Strong Brands, Brand Leadership (co-authored with Erich Joachimsthaler), Brand Portfolio Strategy, From Fargo to the World of Brands, Spanning Silos, Brand Relevance, and Three Threats to Brand Relevance. His books have been translated into eighteen languages and sold well over one million copies.
Named as one of the top five most important marketing/business gurus in 2007, David Aaker has won awards for best article in the California Management Review and (twice) in the Journal of Marketing. A recognized authority on brand equity and brand strategy, he has been an active consultant and speaker throughout the world. A regular columnist for AMA’s Marketing News, he writes the Aaker on Brands blog at davidaaker.com and for the HBR.org blog.
Aaker is the Vice-Chairman of Prophet, a brand and strategy consultancy, and Professor Emeritus of Marketing Strategy at the Haas School of Business, UC Berkeley. The winner of three career awards for contributions to the science of marketing (the Paul D. Converse Award), marketing strategy (the Vijay Mahajan Award), and the theory and practice of marketing (the Buck Weaver Award), he has published over one hundred articles and seventeen books including Strategic Market Management 10th edition, Managing Brand Equity, Building Strong Brands, Brand Leadership (co-authored with Erich Joachimsthaler), Brand Portfolio Strategy, From Fargo to the World of Brands, Spanning Silos, Brand Relevance, and Three Threats to Brand Relevance. His books have been translated into eighteen languages and sold well over one million copies.
Named as one of the top five most important marketing/business gurus in 2007, David Aaker has won awards for best article in the California Management Review and (twice) in the Journal of Marketing. A recognized authority on brand equity and brand strategy, he has been an active consultant and speaker throughout the world. A regular columnist for AMA’s Marketing News, he writes the Aaker on Brands blog at davidaaker.com and for the HBR.org blog.
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One paradigm, once dominant, posits brand management as tactical. Brand management is something that can be delegated in part to an advertising manager or agency because it is mostly about managing the image, creating an advertising campaign, managing a distribution strategy, developing sales promotions, supporting the sales force, getting packaging right and other such tasks.
When brands are considered assets, the role of brand management radically changes, from tactical and reactive to strategic and visionary. A strategic brand vision linked to both the current and future business strategies and providing a guidepost for future offerings and marketing programs becomes imperative. Brand management also becomes broader, encompassing issues like strategic market insights, the stimulation of “big” innovations, growth strategies, brand portfolio strategies, and global brand strategies.
When brands are considered assets, the role of brand management radically changes, from tactical and reactive to strategic and visionary. A strategic brand vision linked to both the current and future business strategies and providing a guidepost for future offerings and marketing programs becomes imperative. Brand management also becomes broader, encompassing issues like strategic market insights, the stimulation of “big” innovations, growth strategies, brand portfolio strategies, and global brand strategies.
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Aaker on Branding: 20 Principles That Drive Success
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Morgan James Publishing, 2014
ISBN 10: 1614488320
ISBN 13: 9781614488323
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Aaker on Branding: 20 Principles That Drive Success
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ISBN 13: 9781614488323
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Aaker on Branding: 20 Principles That Drive Success
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ISBN 10: 1614488320
ISBN 13: 9781614488323
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Aaker on Branding: 20 Principles That Drive Success
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Morgan James Publishing, 2014
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ISBN 13: 9781614488323
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Aaker on Branding: 20 Principles That Drive Success
Publicado por
Morgan James Publishing, 2014
ISBN 10: 1614488320
ISBN 13: 9781614488323
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Paperback
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Aaker on Branding: 20 Principles That Drive Success
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Morgan James Publishing, 2014
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ISBN 13: 9781614488323
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Aaker on Branding: 20 Principles That Drive Success
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Aaker on Branding
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ISBN 10: 1614488320
ISBN 13: 9781614488323
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Paperback. Condición: New. "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 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. Nº de ref. del artículo: LU-9781614488323
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