Brand equity is more than just a hot trend--it is one of the most crucial elements to thriving and surviving in today's global marketplace. David A. Aaker, who Brandweek calls "the dean of the brand-equity movement," and Erich Joachimsthaler are two widely respected experts on branding who have successfully guided hundreds of managers through the intricacies of branding with their revolutionary and groundbreaking techniques. Now Aaker and Joachimsthaler prepare managers for the next level of brand management with Brand Leadership.
|Product dimensions:||6.40(w) x 9.50(h) x 1.20(d)|
About the Author
David A. Aaker is the Vice-Chairman of Prophet, Professor Emeritus of Marketing Strategy at the Haas School of Business, University of California at Berkeley, Advisor to Dentsu, Inc., and a recognized authority on brands and brand management. The winner of the Paul D. Converse Award for outstanding contributions to the development of the science of marketing and the Vijay Mahajan Award for Career Contributions to Marketing Strategy, he has published more than ninety articles and eleven books, including Strategic Market Management, Managing Brand Equity, Building Strong Brands, and Brand Leadership (co-authored with Eric Joachimsthaler).
Most Helpful Customer Reviews
At the core of this book is the notion that we must move from tactical to strategic brand management. Meaning, that in future brand strategies will be more aligned with the company's core strategy and culture instead of reactionary towards competition and the market. You shouldn't promise what you can't deliver, say the authors. Therefore, it only makes sense to tie in your branding to your strategic vision: the value your company as a whole delivers. This book seeks to move brand management from a local to a global focus, to get brand management aligned and integrated with the strategy of the company as a whole. The scope of this work is broad and its style can be intimidating and academic. There's real value here, but you'll have to work for it.