Description
| Product ID: | 9781849830409 |
| Product Form: | Paperback / softback |
| Country of Manufacture: | GB |
| Title: | Building Strong Brands |
| Authors: | Author: David A. Aaker |
| Page Count: | 400 |
| Subjects: | Business and Management, Business & management |
| Description: | Select Guide Rating Using real brand-building case studies, this groundbreaking book describes how companies can increase brand identity by thinking 'out-of-the-box'. 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. |
| Imprint Name: | Simon & Schuster Ltd |
| Publisher Name: | Simon & Schuster Ltd |
| Country of Publication: | GB |
| Publishing Date: | 2010-04-29 |
