Aaker on Branding distills the most essential branding principles from David Aaker’s extensive works, offering a comprehensive guide to building a strong, enduring brand. This compact resource provides businesses with actionable insights on brand strategy, brand portfolios, and brand management, addressing key branding challenges and offering a road map to prioritize and apply Aaker’s concepts effectively. Updated with seven new chapters on brand communities, disruptive innovation, the 5Bs, and more, the revised edition of Aaker on Branding will be indispensable for those looking to create agile, differentiated brands.…mehr
Aaker on Branding distills the most essential branding principles from David Aaker’s extensive works, offering a comprehensive guide to building a strong, enduring brand. This compact resource provides businesses with actionable insights on brand strategy, brand portfolios, and brand management, addressing key branding challenges and offering a road map to prioritize and apply Aaker’s concepts effectively. Updated with seven new chapters on brand communities, disruptive innovation, the 5Bs, and more, the revised edition of Aaker on Branding will be indispensable for those looking to create agile, differentiated brands.Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
David Aaker—the Father of Modern Branding, according to Phil Kotler—has written nine books on brands and brand strategy. He developed several concepts, including the “Aaker” brand vision model, silver bullet brands, the brand relationship spectrum, signature social programs, and “must-have” defined subcategories. A member of the NYAMA Marketing Hall of Fame, his writings have been cited over 160,000 times, and his eighteen books have sold well over one million copies. He is vice-chair of Prophet and lives in Orinda, California.
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
Es gelten unsere Allgemeinen Geschäftsbedingungen: www.buecher.de/agb
Impressum
www.buecher.de ist ein Internetauftritt der buecher.de internetstores GmbH
Geschäftsführung: Monica Sawhney | Roland Kölbl | Günter Hilger
Sitz der Gesellschaft: Batheyer Straße 115 - 117, 58099 Hagen
Postanschrift: Bürgermeister-Wegele-Str. 12, 86167 Augsburg
Amtsgericht Hagen HRB 13257
Steuernummer: 321/5800/1497
USt-IdNr: DE450055826
