Brand Leadership: Building Assets In an Information Economy

Recognized by Brandweek as "the dean of the brand-equity movement," David 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 cult...