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Building Strong Brands

Af: David A. Aaker Engelsk Paperback

Building Strong Brands

Af: David A. Aaker Engelsk Paperback
Tjek vores konkurrenters priser
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.
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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.
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Se mere i:
Produktdetaljer
Sprog: Engelsk
Sider: 400
ISBN-13: 9781849830409
Indbinding: Paperback
Udgave:
ISBN-10: 1849830401
Kategori: Erhvervsliv, virksomheder og ledelse
Udg. Dato: 29 apr 2010
Længde: 26mm
Bredde: 131mm
Højde: 196mm
Forlag: Simon & Schuster Ltd
Oplagsdato: 29 apr 2010
Forfatter(e): David A. Aaker
Forfatter(e) David A. Aaker

Kategori Erhvervsliv, virksomheder og ledelse

ISBN-13 9781849830409

Sprog Engelsk

Indbinding Paperback

Sider 400

Udgave

Længde 26mm

Bredde 131mm

Højde 196mm

Udg. Dato 29 apr 2010

Oplagsdato 29 apr 2010

Forlag Simon & Schuster Ltd

Kategori sammenhænge