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Brand Leadership By David A. Aaker

Brand Leadership
by David A. Aaker

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An exploration of strategic brand leadership uses hundreds of studies of leading firms, including General Electric, to show the strategic potential of brand management in a world-based economy.
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Brand Leadership Summary


Brand Leadership by David A. Aaker

A dozen management fads have come and gone in the past decade, but brand equity, first explored by David Aaker in the late 1980s, has exploded in importance. Recognized by "Brandweek" as "the dean of the brand-equity movement," Aaker now prepares managers for the next level of the brand revolution -- brand leadership.

For the first time, Aaker and coauthor Erich Joachimsthaler describe how the emerging paradigm of strategic brand leadership is replacing the classic, tactically oriented brand management system pioneered by Procter & Gamble. This fundamental shift involves nothing less than a revolution in organizational structure, systems, and culture -- as the authors demonstrate with hundreds of case studies from companies such as Polo Ralph Lauren, Virgin Airlines, Adidas, GE, Marriott, IBM, McDonald's, Maggi, and Swatch. This immensely readable book provides the brand management team with the capability to:

  • Create and elaborate brand identities (what should the brand stand for)

  • Use the brand relationship spectrum, a powerful tool to harness subbrands and endorsed brands to form brand architectures that create clarity, synergy and leveraged assets

  • Identify the customer "sweet spot" and the driving idea that will move brand-building efforts beyond advertising to break out of the clutter

  • Use the Internet and sponsorship to make brands resources work more effectively

  • Address the four imperatives of global brand management

    Like David Aaker's two previous bestselling books, "Brand Leadership" will be essential reading for line executives and brand managers in market-driven firms worldwide.

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    Brand Leadership Reviews


    Dennis Carter

    Vice President, Intel Corporation

    A superb framework for dealing with the incredible complexity we brand managers face, particularly the implications of the link between the business strategy and brand, a link too often overlooked.


    Hans-Georg Brehm

    Brand Management, Mercedes-Benz

    A step ahead in the new world of complex brand architectures.


    John Quelch

    Dean, London Business School

    Solid advice for firms facing global brand challenges.


    Joseph V. Tripodi

    Chief Marketing Officer, Seagram

    Aaker and Joachimsthaler give all brand stewards the hope that by mastering these principles their own brands will reach new, exalted heights. This book is PRICELESS!


    Peter A. Georgescu

    Chairman and CEO, Young & Rubicam Inc.

    An excellent tool for anyone who really wants to understand the art and science of brand building. Clear and dynamic examples illustrate key brand drivers and make complex brand theory easy to understand.


    Peter Sealey, Ph.D.

    Co-Director, Center for Marketing and Technology, University of California-Berkeley, former global marketing director, The Coca-Cola Company

    What 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.


    Tom Peters

    author of "The Circle of Innovation"

    "Branding" is the hottest term in business. For good reason. And, simply, there is a "brand" in the thinking about this topic. Namely, David Aaker. The new book is not a "line extension" It is an original. This is "it" on branding. Read it...or else.

    Additional information

    GOR001706614
    Brand Leadership by David A. Aaker
    David A. Aaker
    Used - Very Good
    Hardback
    Simon & Schuster Ltd
    2000-03-22
    351
    0684839245
    9780684839240
    N/A
    Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
    This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us.