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.
The One Minute Apology
Ken Blanchard
Harper Collins Publishers Limited
The 22 Immutable Laws Of Brandin How To Build A Product Or Service Into A World Class Brand
Laura Ries,Al Ries
Competing Against Luck The Story Of Innovation And Customer Choice
Clayton M. Christensen ,Dillon Karen,Duncan David S,Hall Taddy
Day Trading Attention How To Actually Build Brand And Sales
Gary Vaynerchuk
What The Customer Wants You To Know How Everybody Needs To Think Differently About Sales
Ram Charan
Penguin Random House Group
Harry Potter The Story Of A Global Business Phenomenon
Susan Gunelius
Palgrave/Pan Macmillan Publishers Limited
Selling Essential Manager
Eric Barron
Dk/Penguin Random House Group
The 10% Entrepreneur Live Your Dream Without Quitting Your Day Job
Patrick J. Mcginnis
Penguin Life/Penguin Books
We Are All Weird
Seth Godin
Portfolio/Penguin Random House Group
The Contagious Commandments Ten Steps To Brand Bravery
Barth Chris,Robertson Paul Kemp
Fill up your details to notify you when this book will be available