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Building strong brands

By: Aaker, David A.

1849830401 / 9781849830409
Paperback
658.8'27
29/04/2010
14 in stock Need More ?
England
20 cm ix, 400 p. : ill.
General (US: Trade)  Learn More
Reprint. Originally published: New York: Free, 1996; London: Free, 2002.

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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KJS Sales & marketing

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