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Building Strong Brands [Englisch] [Taschenbuch]

David Aaker
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Kurzbeschreibung

29. April 2010
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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Building Strong Brands + Brand Leadership + Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity
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Produktinformation

  • Taschenbuch: 400 Seiten
  • Verlag: Simon & Schuster UK (29. April 2010)
  • Sprache: Englisch
  • ISBN-10: 1849830401
  • ISBN-13: 978-1849830409
  • Größe und/oder Gewicht: 13,2 x 19,7 cm
  • Durchschnittliche Kundenbewertung: 4.4 von 5 Sternen  Alle Rezensionen anzeigen (8 Kundenrezensionen)
  • Amazon Bestseller-Rang: Nr. 58.461 in Fremdsprachige Bücher (Siehe Top 100 in Fremdsprachige Bücher)
  • Komplettes Inhaltsverzeichnis ansehen

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Produktbeschreibungen

Pressestimmen

Joseph W. Tripoli Senior Vice President, Global Marketing, Products and Services, MasterCard International Incorporated Rarely is the sequel as good as the original. This time it's better! With compelling case studies and insightful discussion, Aaker extends the concepts put forth in Managing Brand Equity to create the first true owner's manual for brand managers. Aaker is the brand name in brand management!

Peter A. Georgescu Chairman and Chief Executive Officer, Young & Rubicam Inc. Aaker's "brand system" and his discussion of brand equity measurement should fundamentally change our perspectives on marketing.

Peter Sealey, PH. D. Former Senior Vice President, Global Marketing, The Coca-Cola Company; presently Executive Consultant to the President, Sony New Technologies Inc. A must read...will take us to a new level of understanding...a treasure!

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.

Tom Peters Author of The Pursuit of WOW! A masterpiece...sophisticated, practical, and readable. It applies to the Big Guys....and makes sense for start-ups as well. Brand loyalty is anything but dead: Believe it!

Dennis Carter Vice President, Director of Marketing, Intel Corporation A must for all marketing people.

Stephen P. Weisz Senior Vice President, Lodging Brands, Marriott Lodging Group A breakthrough work on the strategic value of brands...required reading for anyone who must maximize the profitability of their brands.

Joe Weller Chairman and Chief Executive Officer, Nestle USA, Inc. Managing Brand Equity established the baseline. This book builds on that solid foundation. -- Dieser Text bezieht sich auf eine andere Ausgabe: Gebundene Ausgabe .

Synopsis

Using real brand-building cases, this book describes how, in creating a brand's identity, a manager must look beyond a product's physical attributes to consider its emotional benefits, and infuse the perspective of "the brand-as-a-country-or-region". -- Dieser Text bezieht sich auf eine andere Ausgabe: Gebundene Ausgabe .

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Kundenrezensionen

4.4 von 5 Sternen
4.4 von 5 Sternen
Die hilfreichsten Kundenrezensionen
11 von 11 Kunden fanden die folgende Rezension hilfreich
1.0 von 5 Sternen Academic Drivel 13. Juli 2000
Von Ein Kunde
Format:Gebundene Ausgabe
I found this book to be poorly organized, over-articulated mush. As someone who has worked on several extremely successful brands including Sony and the "Virginia is for Lovers" campaign, I would be shocked to see that this book had received high marks from anyone who actually worked in advertising, marketing or brand management. Yes, Aaker has some decent insights into brand management in his case studies -- hindsight is 20/20. Unfortunately, they're difficult to find, since his writing is extremely repetitive and verbose. One gets the impression he is more interested in communicating how intelligent he is, than actual information on brand equity. There are a few bits of good information buried in the middle of the book, but it is not worth the long, painful journey to get to them. Read it only if you are having trouble falling asleep.
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2 von 2 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen smart and thorough 6. November 1999
Von Ein Kunde
Format:Gebundene Ausgabe
The single most useful book I've found on brand development. Aaker presents a thorough, but easy to read exploration of the many branding complexities. Giving the reader a framework of inter-related concepts, he gels the essence of each point with useful examples. You immediately understand the idea and move comfortably on to the next - quite an accomplishment for such a complex subject.
If I have one frustration, it's that even with his flowcharts and figures, I suspect there is a comprehensive diagram to be had which would tie all the branding issues and dimensions into a single profile. After reading the book I found myself trying to flowchart it all to better see the relationships involved. It would have been helpful if the author had done it for us.
Even so, I value the book highly and it will become a central reference for my entire staff.
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1 von 1 Kunden fanden die folgende Rezension hilfreich
4.0 von 5 Sternen Helpful book to manage brand differentiation problems 27. Oktober 1999
Format:Gebundene Ausgabe
In a era where most of the brand managers have been taught of simple methods of brand positioning and urged to be single minded, this book provides a new comprehensive way to find richness in the brand image planning. The author does agree in a need to find a position in order to guide the communication efforts, however it provides a whole new frame to consider the brand strategy through different angles, most of wich have not been well explained or sufficiently developed in conventional marketing textbooks or marketing bestsellers.
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5.0 von 5 Sternen Fantastic. 20. November 1998
Von Ein Kunde
Format:Gebundene Ausgabe
Branding appears to be a mushy, unquantifiable subject. Before I bought this book I read through countless articles on the subject that just didn't make much sense. Reading Aaker's book provided the opposite experience: crystal clear, a compelling argument for why brand matters and how best to build one.
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