Aaker on Branding provides the principles of branding you need to know to create and manage strong brands. The concepts are culled from the articles, six branding books, and other writings of David Aaker and have been proven to help hundreds of firms develop branding programs. With five sections, it provides a story arc about creating a strong brand that involves understanding that brands are assets, creating a compelling brand vision, bringing the brand to life in the marketplace, maintaining its relevance over time, and managing the brand team to create clarity, synergy, and leverage. The…mehr
Aaker on Branding provides the principles of branding you need to know to create and manage strong brands. The concepts are culled from the articles, six branding books, and other writings of David Aaker and have been proven to help hundreds of firms develop branding programs. With five sections, it provides a story arc about creating a strong brand that involves understanding that brands are assets, creating a compelling brand vision, bringing the brand to life in the marketplace, maintaining its relevance over time, and managing the brand team to create clarity, synergy, and leverage. The book provides a vehicle for a marketing professional to learn or review the issues, problems, and solutions of branding in a compact form.
David Aaker, recognized authority on branding, has written six books on brands and brand strategy and another twelve on related topics that together have sold well over one million copies. He developed several concepts including the "Aaker" brand vision model, branded energizers, branded differentiators, the brand relationship spectrum, and framing a category. Aaker is the Vice-Chairman of Prophet, a brand and strategy consultancy, and Professor Emeritus of Marketing Strategy at the Haas School of Business, UC Berkeley. The winner of three career awards for contributions to the science of marketing (the Paul D. Converse Award), marketing strategy (the Vijay Mahajan Award), and the theory and practice of marketing (the Buck Weaver Award), he has published over one hundred articles and seventeen books including "Strategic Market Management" 10th edition, "Managing Brand Equity," "Building Strong Brands," "Brand Leadership" (co-authored with Erich Joachimsthaler), "Brand Portfolio Strategy," "From Fargo to the World of Brands," "Spanning Silos," "Brand Relevance," and "Three Threats to Brand Relevance." His books have been translated into eighteen languages and sold well over one million copies. Named as one of the top five most important marketing/business gurus in 2007, David Aaker has won awards for best article in the "California Management Review" and (twice) in the "Journal of Marketing." A recognized authority on brand equity and brand strategy, he has been an active consultant and speaker throughout the world. A regular columnist for AMA's "Marketing News," he writes the Aaker on Brands blog at davidaaker.com and for the HBR.org blog.
Inhaltsangabe
Introduction: Why This Book? Part I. Recognize That Brands Are Assets 1. Brands Are Assets that Drive Strategy 2. Brands Assets Have Real Value Part II. Have a Compelling Brand Vision 3. Create a Brand Vision 4. A Brand Personality Connects 5. The Organization and Its Higher-Purpose Differentiate 6. Get Beyond Functional Benefits 7. Create “Must Haves” Rendering Competitors Irrelevant 8. To Own an Innovation, Brand It 9. From Positioning the Brand to Framing the Subcategory
Part III. Bring the Brand to Life 10. Where do Brand-Building Ideas Come From? 11. Focus on Customer’s Sweet Spots 12. Digital—A Critical Brand-Building Tool 13. Consistency Wins 14. Internal Branding: A Key Ingredient Part IV. Maintain Relevance 15. Three Threats to Brand Relevance 16. Energize Your Brand! Part V. Manage Your Brand Portfolio 17. You Need a Brand Portfolio Strategy 18. Brand Extensions: The Good, the Bad, and the Ugly 19. Vertical Brand Extensions Have Risks and Rewards 20. Silo Organizations Inhibit Brand Building Epilogue: Ten Branding Challenges Endnotes Acknowledgments Note on Author Index
Introduction: Why This Book? Part I. Recognize That Brands Are Assets 1. Brands Are Assets that Drive Strategy 2. Brands Assets Have Real Value Part II. Have a Compelling Brand Vision 3. Create a Brand Vision 4. A Brand Personality Connects 5. The Organization and Its Higher-Purpose Differentiate 6. Get Beyond Functional Benefits 7. Create “Must Haves” Rendering Competitors Irrelevant 8. To Own an Innovation, Brand It 9. From Positioning the Brand to Framing the Subcategory
Part III. Bring the Brand to Life 10. Where do Brand-Building Ideas Come From? 11. Focus on Customer’s Sweet Spots 12. Digital—A Critical Brand-Building Tool 13. Consistency Wins 14. Internal Branding: A Key Ingredient Part IV. Maintain Relevance 15. Three Threats to Brand Relevance 16. Energize Your Brand! Part V. Manage Your Brand Portfolio 17. You Need a Brand Portfolio Strategy 18. Brand Extensions: The Good, the Bad, and the Ugly 19. Vertical Brand Extensions Have Risks and Rewards 20. Silo Organizations Inhibit Brand Building Epilogue: Ten Branding Challenges Endnotes Acknowledgments Note on Author Index
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