About this product

Product Identifiers

PublisherFree Press

ISBN-101439172919

ISBN-139781439172919

eBay Product ID (ePID)73904542

Product Key Features

Number of Pages368 Pages

LanguageEnglish

Publication NameBrand Leadership : Building ASSETS in an Information Economy

Publication Year2009

SubjectConsumer Guides, Marketing / General, Industrial Management, General, Strategic Planning

TypeNot Available

Subject AreaRéférence, Business & Economics

AuthorDavid A. Aaker, Erich Joachimsthaler

FormatTrade Paperback

Dimensions

Item Height1.1 in

Item Weight15.7 Oz

Item Length9 in

Item Width6 in

Additional Product Features

Dewey Edition21

ReviewsTom 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., Tom Petersauthor ofThe 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., Peter Sealey, Ph.D.Co-Director, Center for Marketing and Technology, University of California-Berkeley, former global marketing director, The Coca-Cola CompanyWhat 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 Leadershipis 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., Hans-Georg BrehmBrand Management, Mercedes-BenzA step ahead in the new world of complex brand architectures., 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., Joseph V. TripodiChief Marketing Officer, SeagramAaker 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. GeorgescuChairman 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., Dennis CarterVice President, Intel CorporationA 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.

IllustratedYes

Dewey Decimal658.8/27

Table Of ContentContents Preface Part I: Introduction 1. Brand Leadership -- The New Imperative Brand Management -- The Classic Model Brand Leadership -- The New Imperative Brand Building Pays Off Brand Leadership Tasks The Plan of This Book Part II: Brand Identity 2. Brand Identity -- The Cornerstone of Brand Strategy The Story of Virgin Atlantic Airways The Brand Identity Planning Model On Developing a Brand Identity System -- Avoiding Common Mistakes 3. Clarifying and Elaborating the Brand Identity Defining Leadership Defining Brand Personality -- The L.L. Bean Story Identity Elaboration Exercises Identity-Supporting Program Audit Identity Role Model Identification Visual Metaphor Development Brand Identity Prioritization Presenting the Elaborated Identity The Brand Identity Revisited Part III: Brand Architecture: Achieving Clarity, Synergy, and Leverage 4. The Brand Relationship Spectrum The GE Appliance Story The Marriott Story Designing the Architecture -- Endorsers and Subbrands Linking Brands -- The Brand Relationship Spectrum A House of Brands Endorsed Brands Subbrands A Branded House Selecting the Right Position in the Brand Relationship Spectrum 5. Brand Architecture The Polo Ralph Lauren Story Market Complexity, Brand Confusion, and Brand Architecture What Is Brand Architecture? Extending the Range of a Brand The Brand Architecture Audit Part IV: Building Brands: Beyond Advertising 6. Adidas and Nike -- Lessons in Building Brands Adidas -- The Growth Period The Nike Story Good Morning, Adidas Creating a Brand-Building Focus Around the Adidas Brand Identity The Lessons 7. Building Brands -- The Role of Sponsorship The MasterCard World Cup Sponsorship Story How Sponsorship Builds Brands What Can Go Wrong The Seven Keys of Effective Sponsorships 8. Building Brands -- The Role of the Web Unique Characteristics of the Web Brand Building on the Web Brand-Building Web Sites Advertising and Sponsored Content 9. Building Brands -- Beyond Media Advertising The Brand-Building Task Building Brands -- Some Role Models from Europe Brand Building Without Advertising -- Some Guidelines PART V: Organizing for Brand Leadership 10. Global Brand Leadership -- Not Global Brands McDonald's in Europe Global Brands Global Brand Leadership, Not Global Brands Sharing Insights and Best Practices A Common Global Brand Planning Process Assigning Responsibility to Create Cross-Country Synergy A System to Deliver Brand-Building Brilliance Toward a Global Brand Endnotes Index About the Authors

Intended AudienceTrade

SynopsisA 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., 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.

LC Classification NumberHD69.B7