David A. Aaker

Building Strong Brands

• Gebundenes Buch

Produktbeschreibung

As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's pathbreaking book, Managing Brand Equity, managers discovered the value of a brand as a strategic asset and a company's primary source of competitive advantage. Now, in this compelling new work, Aaker uses real brand-building cases from Saturn, General Electric, Kodak, Healthy Choice, McDonald's, and others to demonstrate how strong brands have been created and managed. A common pitfall of brand strategists is to focus on brand attributes. Aaker shows how to break out of the box by considering emotional and self-expressive benefits and by introducing the brand-as-person, brand-as-organization, and brand-as-symbol perspectives. The twin concepts of brand identity (the brand image that brand strategists aspire to create or maintain) and brand position (that part of the brand identity that is to be actively communicated) play a key role in managing the "out-of-the-box" brand. A second pitfall is to ignore the fact that individual brands are part of a larger system consisting of many intertwined and overlapping brands and subbrands. Aaker shows how to manage the "brand system" to achieve clarity and synergy, to adapt to a changing environment, and to leverage brand assets into new markets and products. Aaker also addresses practical management issues, introducing a set of brand equity measures, termed the brand equity ten, to help those who measure and track brand equity across products and markets. He presents and analyzes brand-nurturing organizational forms that are responsive to the challenges of coordinated brands across markets, products, roles, and contexts. Potentially destructive organizational pressures to change a brand's identity and position are also discussed. As executives in a wide range of industries seek to prevent their products and services from becoming commodities, they are recommitting themselves to brands as a foundation of business strategy. This new work will be essential reading for the battle-ready.

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Produktdetails

• Verlag: Free Press / GB
• Seitenzahl: 400
• Erscheinungstermin: 12. Dezember 1995
• Englisch
• Abmessung: 246mm x 167mm x 37mm
• Gewicht: 700g
• ISBN-13: 9780029001516
• ISBN-10: 002900151X
• Artikelnr.: 09564955

Autorenporträt

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 (coauthored with Eric Joachimsthaler).

Inhaltsangabe

CONTENTS Preface 1. What is a Strong Brand? The Kodak Story What Is Brand Equity? Brand Awareness Perceived Quality Brand Loyalty Brand Associations Objectives of the Book Building Strong Brands Why Is It Hard? 2. The Saturn Story Saturn -- A Strong Brand? How Saturn Built a Brand Challenges Facing Saturn and General Motors 3. The Brand Identity System What Is Brand Identity? Brand Identity Traps Four Brand Identity Perspectives The Identity Structure Providing a Value Proposition Providing Credibility The Bottom Line: A Brand-Customer Relationship Working with Multiple Brand Identities 4. Organizational Associations The Body Shop Story The Story of Branding in Japan The Brand as Organization Organizational Associations How Organizational Associations Work 5. Brand Personalit y The Harley-Davidson Story Measuring Brand Personality How a Brand Personality is Created Why Use Brand Personality? The Self-Expression Model The Relationship Basis Model The Functional Benefit Representation Model Brand Personality versus User Imagery Brand Personality as a Sustainable Advantage 6. Identity Implementation The Brand Position Achieving Brilliance in Execution Tracking A Strategic Brand Analysis The Power of Brand Identity and Position 7. Brand Strategies Over Time The General Electric Story The Smirnoff Story Why Change Identities, Positions or Executions? Why Consistency (If Done Well) is Better Consistency Over Time: Why Is It Hard? The Search for the Fountain of Youth 8. Managing Brand Systems Toward a System of Brands Driver Roles The Endorser Role Strategic Brands Subbrand Roles Branding Benefits Silver Bullets How Many Brands? 9. Leveraging the Brand The Healthy Choice Story The Kingsford Charcoal Story Line Extensions Moving the Brand Down Moving a Brand Up Brand Extension Decisions Creating Range Brands Co-Branding The Brand Systems Audit 10. Measuring Brand Equity Across Products & Markets Young & Rubicam's Brand-Asset Valuator Total Research's EquiTrend Interbrand's Top Brands Why Measure Brand Equity Across Products and Markets? The Brand Equity Ten Loyalty Measures Perceived Quality and Leadership Measures Associations/Differentiation Measures Awareness Measures Market Behavior Measures Toward a Single Value of Brand Equity Adapting the Measures to a Brand's Context 11. Organizing for Brand Building Brand-Building Imperatives Adapting the Organization for Brand Building The Role of the Agency A Parting Word Notes Index About the Author

Rezensionen

Joseph W. Tripoli Senior Vice President, Global Marketing, Products and Services, MasterCard International Incorporated Rarely is the sequel as good as the original. This time it's better! With compelling case studies and insightful discussion, Aaker extends the concepts put forth in Managing Brand Equity to create the first true owner's manual for brand managers. Aaker is the brand name in brand management!