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Brand Leadership [Englisch] [Taschenbuch]

David Aaker
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Kurzbeschreibung

1. Oktober 2009
Management fads come and go in the blink of an eye, but branding is here to stay. Closely watched by the stock market and obsessed over by the biggest companies, brand identity is the one indisputable source of sustainable competitive advantage, the vital key to customer loyalty.
David Aaker is widely recognised as the leading expert in this burgeoning field. Now he prepares managers for the next wave of the brand revolution. With coauthor Erich Joachimsthaler, Aaker takes brand management to the next level - strategic brand leadership. Required reading for every marketing manager is the authors' conceptualisation of 'brand architecture' - how multiple brands relate to each other - and their insights into the ever-changing area of Internet branding. Full of impeccable, intelligent guidance, Brand Leadership is the visionary key to business success in the future.

Wird oft zusammen gekauft

Brand Leadership + Building Strong Brands + Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity
Preis für alle drei: EUR 44,55

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Produktinformation

  • Taschenbuch: 368 Seiten
  • Verlag: Simon & Schuster UK (1. Oktober 2009)
  • Sprache: Englisch
  • ISBN-10: 1847398359
  • ISBN-13: 978-1847398352
  • Größe und/oder Gewicht: 13,2 x 19,9 cm
  • Durchschnittliche Kundenbewertung: 4.8 von 5 Sternen  Alle Rezensionen anzeigen (4 Kundenrezensionen)
  • Amazon Bestseller-Rang: Nr. 81.182 in Fremdsprachige Bücher (Siehe Top 100 in Fremdsprachige Bücher)
  • Komplettes Inhaltsverzeichnis ansehen

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Produktbeschreibungen

Amazon.de

Build it ... and they'll come. Nope, not necessarily, not anymore. It's a crowded, crazy market out there, and no matter how fabulous your product or service, there's bound to be someone else delivering something pretty close. The solution? Take your product or service and...brand it! Though the idea has been around in management circles since the late 1980s, brand equity has never been more important than it is now. In Brand Leadership, David Aaker and Erich Joachimsthaler set out to guide managers to the next level of the brand revolution.

Building and managing brands, though obviously vital and necessary steps in the process, do not make up the whole picture of the successful development of a brand. What is needed is strategic brand leadership. Implementing this kind of leadership, Aaker and Joachimsthaler insist, requires a radical shift in an organization's culture, its structure, and its systems. In their densely packed but accessible book, they outline what this shift is all about, and discuss the important components of brand leadership: defining and elaborating a brand identity; designing the brand's architecture to achieve clarity, synergy and leverage; building a brand beyond the obvious route of advertising by incorporating such aspects as sponsorship and the role of the Internet; and organising the entire company around global brand leadership as opposed to merely the creation of a global brand. To support and demonstrate their ideas, the authors conducted hundreds of corporate case studies throughout Europe and the US. Inspiring and useful tales of such brand-focused and brand-recognised companies as Virgin, Nike, Adidas and MasterCard are told in detail, and they touch on a host of other companies and brands to add texture to the lessons. As is obvious from these examples, achieving an effective brand leadership strategy requires awareness, understanding, passion and a heck of a lot of work. But in today's enormously competitive brand environment, the rewards can be--and are--well worth the effort. Brand Leadership provides invaluable advice for anyone looking to focus and direct that effort toward a profitable and lasting result. --S Ketchum, Amazon.com -- Dieser Text bezieht sich auf eine vergriffene oder nicht verfügbare Ausgabe dieses Titels.

Pressestimmen

Peter Sealey, Ph.D.Co-Director, Center for Marketing and Technology, University of California-Berkeley, former global marketing director, The Coca-Cola CompanyWhat Frederick W. Taylor did for scientific management and Peter F. Drucker did for the concept of management, Aaker has done for our understanding of brands. Now, in collaboration with Erich Joachimsthaler, he has taken that life's work to a new level of perception, insight, and sophistication. "Brand Leadership" is a highly needed roadmap for the multi-brand marketer which is as up-to-date as tomorrow morning with chapters on how to incorporate sponsorships and the Internet. -- Dieser Text bezieht sich auf eine vergriffene oder nicht verfügbare Ausgabe dieses Titels.

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Einleitungssatz
In May 1931, Neil McElroy, who later rose to be a successful CEO of Procter & Gamble (P&G) and still later became the U.S. secretary of defense, was a junior marketing manager responsible for the advertising for Camay soap. Lesen Sie die erste Seite
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Kundenrezensionen

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4.8 von 5 Sternen
4.8 von 5 Sternen
Die hilfreichsten Kundenrezensionen
2 von 2 Kunden fanden die folgende Rezension hilfreich
4.0 von 5 Sternen Great book, if you have the time 6. Juli 2000
Format:Gebundene Ausgabe
I'll save you some effort. Read the first five chapters of this book and stop. Aaker is the king of brand equity and successful strategies for organizing and developing brands but he also has a knack for being a bit long-winded.
Don't get me wrong. The guy's a genius and the world of marketing is much the better for having him (and Joachimsthaler) around. However, in Management Communications at Business School they teach you to know your audience. There's a reason most business books are 160-220 pages. Business leaders don't have time to spend 12-15 hours reading texts. Aaker ignores this fact when offering the 330-page "Brand Leadership."
That being said it's a great book for the frameworks and approaches it provides. Aaker truly is one of the elite few that really rises above the clutter in offering marketing insights to today's manager. Unfortunately like Michael Porter with Strategy, he feels that this level of insight affords the right to pontificate beyond the attention span of most managers.
His theories on brand identity, brand architecture, and brand equity are invaluable though and for this reason the book is well worth the money and time. Particularly outstanding is the chapter on Brand Architecture which provides a stark contrast to the "focus" theories of Ries & Trout.
Shortcuts:
Chapter 6 -- Discusses Nike-Adidas market dynamics. Least interesting chapter in the book.
Chapter 7 -- Addresses sponsorships and is fairly interesting and useful for today's marketing manager. If you really enjoy Chapter's 1-5 then give 7 a go as well.
Chapter 8 -- If you recognize the names Fast Company, Business 2.0, Red Herring, or The Industry Standard, this chapter on the role of webs in building brands is not neccesary.
Lesen Sie weiter... ›
War diese Rezension für Sie hilfreich?
5.0 von 5 Sternen The Essential Branding Mentor 3. April 2000
Format:Gebundene Ausgabe
The "leading global brand" in branding methods and approaches, David Aaker, continues to provide innovative and leading-edge contributions to the field with this latest book Brand Leadership. Building on the Aaker methodology, the authors David Aaker and Erich Joachimsthaler, along with their supporting team, have produced a masterpiece.
Brand Leadership advances the previous works (eg. Managing Brand Equity- 1991; Building Strong Brands - 1996) and includes key guidelines for Branding on the Web. I find the book to be very organized and concise. It is also highly accessible and user friendly. It is quite an accomplishment and an ESSENTIAL read for those most serious and aspiring towards excellence in branding and holistic marketing.
I thought the book in particular:
1. Demonstrates that marketing is, or should be, a practice of many inter-related disciplines (or sub-disciplines if you will) and processes.
2. It articulates that the marketing discipline as a whole, can not be achieved by giving someone a "quick and dirty" template to read. It is a science as well as an art that requires experience, knowledge and judgement. The fast track to excellence in marketing does not exist via a quick technique. Marketing is a system, a holistic management process consisting of many distinct disciplines.
3. Gives an excellent map of the Brand-Relationship Spectrum.
4. Provides much needed balance and insight on addressing Branding on the Web. So concise. So accurate. So relevant.
5. Gives a wonderful and insightful view into contemporary sponsorship.
Lesen Sie weiter... ›
War diese Rezension für Sie hilfreich?
5.0 von 5 Sternen Brand equity updated for the information age ... 1. April 2000
Von Ein Kunde
Format:Gebundene Ausgabe
Best branding book I've read since building brand equity! Aaker and Joachimsthaler continue in the best traditions of Aaker's previous books - authoritative, practical, pertinent and readable - and all in the context of the information revolution that is shaking our world. The authors have a gift for distilling the complex issue of brand building and extension into simple - almost obvious - insights. I constantly found myself saying "Ah, I see. Why didn't I see that before!" Examples and case studies reinforce and explain throughout - they helped me learn form others experience and grasp the real world implications of the branding concepts in the book. Last, and most importantly, it's a practical guide for working marketing and business people - not just an academic exercise. These guys lead the pack by a long way when it comes to branding!
War diese Rezension für Sie hilfreich?
5.0 von 5 Sternen Klassiker des Brandmanagements 4. Februar 2014
Format:Taschenbuch|Verifizierter Kauf
David Aaker gilt als Fachmann im gebiet Brandmanagement. Der Autor beschreibt die Zusammenhänge sehr ausführlich und gut. Das Buch eignet sich für Leute aus der Praxis aber auch für Studenten sehr gut um sich ausführlich mit dem Thema auseinanderzusetzten. Großer Vorteil sind die vielen Beispiele, welche für ein besseres Verständnis sorgen.
War diese Rezension für Sie hilfreich?
Die hilfreichsten Kundenrezensionen auf Amazon.com (beta)
Amazon.com: 4.2 von 5 Sternen  14 Rezensionen
76 von 76 Kunden fanden die folgende Rezension hilfreich
4.0 von 5 Sternen Great book, if you have the time 6. Juli 2000
Von Steve Finnie - Veröffentlicht auf Amazon.com
Format:Gebundene Ausgabe
I'll save you some effort. Read the first five chapters of this book and stop. Aaker is the king of brand equity and successful strategies for organizing and developing brands but he also has a knack for being a bit long-winded.
Don't get me wrong. The guy's a genius and the world of marketing is much the better for having him (and Joachimsthaler) around. However, in Management Communications at Business School they teach you to know your audience. There's a reason most business books are 160-220 pages. Business leaders don't have time to spend 12-15 hours reading texts. Aaker ignores this fact when offering the 330-page "Brand Leadership."
That being said it's a great book for the frameworks and approaches it provides. Aaker truly is one of the elite few that really rises above the clutter in offering marketing insights to today's manager. Unfortunately like Michael Porter with Strategy, he feels that this level of insight affords the right to pontificate beyond the attention span of most managers.
His theories on brand identity, brand architecture, and brand equity are invaluable though and for this reason the book is well worth the money and time. Particularly outstanding is the chapter on Brand Architecture which provides a stark contrast to the "focus" theories of Ries & Trout.
Shortcuts:
Chapter 6 -- Discusses Nike-Adidas market dynamics. Least interesting chapter in the book.
Chapter 7 -- Addresses sponsorships and is fairly interesting and useful for today's marketing manager. If you really enjoy Chapter's 1-5 then give 7 a go as well.
Chapter 8 -- If you recognize the names Fast Company, Business 2.0, Red Herring, or The Industry Standard, this chapter on the role of webs in building brands is not neccesary.
Chapter 9 -- Pretty good chapter on building brands beyond advertising, but only if you have a couple hours to spare. By the end of the book this chapter felt like miles 16-25 of a marathon.
Chapter 10 -- Read "The Lure of Global Brands" from the 12/99 Harvard Business Review as a substitute. More condensed and effective.
Five star (and then some) book if edited down to 200 pages.
28 von 29 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen The Essential Branding Mentor 3. April 2000
Von Janet Yorga - Veröffentlicht auf Amazon.com
Format:Gebundene Ausgabe
The "leading global brand" in branding methods and approaches, David Aaker, continues to provide innovative and leading-edge contributions to the field with this latest book Brand Leadership. Building on the Aaker methodology, the authors David Aaker and Erich Joachimsthaler, along with their supporting team, have produced a masterpiece.
Brand Leadership advances the previous works (eg. Managing Brand Equity- 1991; Building Strong Brands - 1996) and includes key guidelines for Branding on the Web. I find the book to be very organized and concise. It is also highly accessible and user friendly. It is quite an accomplishment and an ESSENTIAL read for those most serious and aspiring towards excellence in branding and holistic marketing.
I thought the book in particular:
1. Demonstrates that marketing is, or should be, a practice of many inter-related disciplines (or sub-disciplines if you will) and processes.
2. It articulates that the marketing discipline as a whole, can not be achieved by giving someone a "quick and dirty" template to read. It is a science as well as an art that requires experience, knowledge and judgement. The fast track to excellence in marketing does not exist via a quick technique. Marketing is a system, a holistic management process consisting of many distinct disciplines.
3. Gives an excellent map of the Brand-Relationship Spectrum.
4. Provides much needed balance and insight on addressing Branding on the Web. So concise. So accurate. So relevant.
5. Gives a wonderful and insightful view into contemporary sponsorship.
I would add that what is so relevant about the book, which is characteristic of the series particularly within the last two of the brand trilogy, is that it discusses where firms run into problems. Knowing what to avoid is as important as knowing what one needs to do. It is essential for keeping execution and strategy in alignment.
Brand Leadership is based on solid experience and research in the field. The book will go a long way in helping those managers who are wise enough to learn from it.
Highly recommend you purchase all of the books in the trilogy, as they strongly complement and support each other.
17 von 17 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen Brand equity updated for the information age ... 1. April 2000
Von Ein Kunde - Veröffentlicht auf Amazon.com
Format:Gebundene Ausgabe
Best branding book I've read since building brand equity! Aaker and Joachimsthaler continue in the best traditions of Aaker's previous books - authoritative, practical, pertinent and readable - and all in the context of the information revolution that is shaking our world. The authors have a gift for distilling the complex issue of brand building and extension into simple - almost obvious - insights. I constantly found myself saying "Ah, I see. Why didn't I see that before!" Examples and case studies reinforce and explain throughout - they helped me learn form others experience and grasp the real world implications of the branding concepts in the book. Last, and most importantly, it's a practical guide for working marketing and business people - not just an academic exercise. These guys lead the pack by a long way when it comes to branding!
7 von 7 Kunden fanden die folgende Rezension hilfreich
3.0 von 5 Sternen Latest Aaker how-to manual hobbled by marketing-speak 25. Februar 2001
Von Ein Kunde - Veröffentlicht auf Amazon.com
Format:Gebundene Ausgabe
Branding books from academics do the same sorts of things, but Aaker does them better than most. First, they define consumer needs and wants. Then they show how market segments are formed. Then they elaborate vast systems for categorizing brand traits to attack the segments. Aaker's latest effort -- a whopper at 350 pages of dense marketing jargon -- presents a system that is as good as any for ordering brand traits into sensible patterns that can be more easily manipulated. Kapferer's system is less exact, while Keller's is less up-to-date. Aaker takes a long , long time to say what he means on global branding --- namely that it's right for some but not right for others. His comments on Web branding are so incisive that a lot of Web-heads might wish they'd read this book two years ago. For a broad survey of contemporary branding in a readable style, check out the new Brands in the Balance from Kevin Drawbaugh. But if it's theory you want, you can't beat Aaker.
1 von 1 Kunden fanden die folgende Rezension hilfreich
4.0 von 5 Sternen Not for the faint of heart 9. Mai 2006
Von Amazon Customer - Veröffentlicht auf Amazon.com
Format:Gebundene Ausgabe
At the core of this book is the notion that we must move from tactical to strategic brand management. Meaning, that in future brand strategies will be more aligned with the company's core strategy and culture instead of reactionary towards competition and the market. You shouldn't promise what you can't deliver, say the authors. Therefore, it only makes sense to tie in your branding to your strategic vision: the value your company as a whole delivers. This book seeks to move brand management from a local to a global focus, to get brand management aligned and integrated with the strategy of the company as a whole.

The scope of this work is broad and its style can be intimidating and academic. There's real value here, but you'll have to work for it.
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