Brand Leadership by David A Aaker
Closely watched by the stock market and obsessed over by the biggest companies, brand identity is the one indisputable source of sustainable competitive advantage, the vital key to customer loyalty. An expert in this burgeoning field, David Aaker now prepares managers for the next wave of the brand revolution. With co-author Erich Joachimsthaler, Aaker takes brand management to the next level - strategic brand leadership. The authors offer their conceptualization of "brand architecture" - how multiple brands relate to each other - as well as insights on the new area of internet branding.
David A. Aaker is the E.T. Grether Professor of Marketing Strategy at the Haas School of Business at the University of California, Berkeley. He is consultant to dozens of companies, including AT&T, Coca Cola, MasterCard, and General Motors. He is the cofounder, with Erich Joachimsthaler of the firm Aaker-Joachimsthaler Prophet Brand Strategy. His previous books include Building Strong Brands 002900151X and Managing Brand Equity 0029001013, both published by The Free Press.
| SKU | Unavailable |
| ISBN 13 | 9780743207676 |
| ISBN 10 | 074320767X |
| Title | Brand Leadership |
| Author | David A Aaker |
| Condition | Unavailable |
| Binding Type | Paperback |
| Publisher | Simon & Schuster Ltd |
| Year published | 2002-06-05 |
| Number of pages | 368 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |