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Building Strong Brands
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Produktbeschreibungen
From Booklist
Although the author's credentials (he's a University of California at Berkeley business professor) might seem to exclude average readers, that is, those outside the marketing profession, there's a great deal of interesting general information packed into these pages. Far from being an ethereal dissertation on brands, brand equity, and brand identity, Aaker's book presents case examples to which anyone can relate. It is edifying to peruse the sections on past brand strategies and on the making of the Saturn automobile brand, among other topics. Barbara Jacobs
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Gebundene Ausgabe
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Kurzbeschreibung
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.
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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Ausgewählte Seiten ansehen
Buchdeckel | Copyright | Inhaltsverzeichnis | Auszug | Stichwortverzeichnis | Rückseite
Buchdeckel | Copyright | Inhaltsverzeichnis | Auszug | Stichwortverzeichnis | Rückseite
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Kundenrezensionen
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10 von 10 Kunden fanden die folgende Rezension hilfreich
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.
2 von 2 Kunden fanden die folgende Rezension hilfreich
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.
1 von 1 Kunden fanden die folgende Rezension hilfreich
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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A definite must for all of us involved in advertising
A great source of information for both the student and the professional marketer. Aaker is in a class of his own. Lesen Sie weiter...
Veröffentlicht am 21. März 2000 von Chris Hong
Please let me know if this book is the most recent edition
see abov
Am 9. April 1999 veröffentlicht
Excellent, thought provoking, brilliantly clear
Required reading for anyone interested in building, maintaining or growing a brand. Stop what you are doing now to build a brand until you have read this book. Lesen Sie weiter...
Am 17. Januar 1999 veröffentlicht
Fantastic.
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. Lesen Sie weiter...
Am 20. November 1998 veröffentlicht
Worth Every Penny
You don't have to be a brand manager or advertising person to appreciate the value of David Aaker's Brand Equity. Lesen Sie weiter...
Am 9. Dezember 1997 veröffentlicht
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