Building Strong Brands
Rs.4535.00
Availability: Outof Stock
- Item Code: 15723
- Item Ref: D540179
- Author: David A.Aaker
- Publisher: POCKET BOOKS
- Edition: 1st
- Isbn : 9781849830409
- 13 EAN: 9781849830409
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-organisation, and brand-as-symbol perspectives. 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.
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.
| Book specification | |
|---|---|
| Author | David A.Aaker |
| Publisher | POCKET BOOKS |
| Edition | 1st |
| Isbn | 9781849830409 |
| 13 EAN | 9781849830409 |
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