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
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!
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