Building Strong Brands

作者: David A. Aaker

DOI:

关键词: Brand valuationBusinessAdvertisingBrand architectureBrand extensionBrand awarenessCorporate brandingBrand managementCo-brandingBrand equityMarketing

摘要: 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 strategic asset company's primary source competitive advantage. Now, in this compelling new work, Aaker uses real cases from Saturn, General Electric, Kodak, Healthy Choice, McDonald's, others demonstrate how brands have been created managed. A common pitfall strategists focus on attributes. shows break out box by considering emotional self-expressive benefits introducing brand-as-person, brand-as-organisation, brand-as-symbol perspectives. second ignore fact individual part larger system consisting many intertwined overlapping subbrands. manage "brand system" achieve clarity synergy, adapt changing environment, leverage assets into markets products. executives wide range seek prevent their products services becoming commodities, they recommitting themselves foundation business strategy. This work will be essential reading for battle-ready.

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