Type of bind: Hardcover
Format: Bargain Price
Quantity: 1
Page Count: 380
Printing Date: 1995-12
Sale Popularity Level: 388719
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Product Description:
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.
User popularity level:
Rated by buyers 
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This book was very interesting. I got many ideas while reading it. i wish I had read it before starting my businesses.
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It was a course textbook, but it was a rather nice read. Not too technical.
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One of the few substabtial texts about brand building. More often than not you'll find little more than rethoric in books about assessing and planning your brand. The line between actual brand management knowledge and shameless PR has become so thin that one has to be thankful for Aaker's orthodoxy. In the post-whatever era it is reassuring to hear that brand is still a relatively graspable albeit complex concept and that marketers still can hope for planning the identities of their brands. You may disagree with Aaker but not before you've read this classic.
Rated by buyers 
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This book is more of the same rehashed, recycled, repurposed content from the authors. Much of this material is available in any basic marketing text. In fact, this book reads strikingly similar to just about any training manual on the basics of branding. If you've worked at any of the big agencies: McCann, JWT, Y&R, you learn the contents of this book on your very first day in about a hour. All the cases cited in this book are stale and extremely weak. The "editorial reviews" listed above are shill quotes from clients who are cited as "cases" in the book.
Remember this before you buy: the author, and the firm for whom he works, use this book as nothing more than a lead-generation tool--it's called "thought leadership", a nebulous term used by company to propagate its own way of thinking. Save your money. Don't become a victim of Prophet's propoganda. Buy something with substance like Jean Noel Kapferer.
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This book is a comprehensive and holistic approach to brand , although a but out-dated. For more updated concepts I reccommend 60-Minute Brand Strategist by Idris Mootee. The author presents an expanded view of the meaning and role of brands and gives a new dimension, deeper than the single, limited conceptualization of a brand as a product. The role of the organizational associations, of the culture values and the emotional imput is very well integrated to understand the multidimensional meaning of a brand. Both books will help brand, marketing and/or commercialization managers to best leverage their corporate, range and product brands. Additionally, the insights presented to understand brand and company valuations are very well explained.
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