| Title : | Building strong brands | | Material Type: | printed text | | Authors: | David A. Aaker, Author | | Publisher: | London : Pocket Books | | Publication Date: | 2010 | | Pagination: | ix, 380 p. | | Layout: | ill. | | Size: | 20 cm | | ISBN (or other code): | 978-1-84983-040-9 | | Class number: | 658.827 | | Abstract: | As industries turn increasingly hostile, it is clear that strong brand building skills are needed to survive and prosper. In Buliding Strong Brands, Aaker uses real brand-buiding cases, from The Body Shop, Kodak, Harley-Davidson, Smirnoff, 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. Aaker also demonstrates how to manage the 'brand system'- the interweaving of many brands-to achieve clarity and synergy, to adapt to a changing environment, and to leverage brand assests into new markets and products. | | Contents note: | Chapter 1.What is a strong brand; Chapter 2.The Saturn Story; Chapter 3.The Brand indentity system; Chapter 4.Organizational Associations; Chapter 5.Brand personality; Chapter 6.Identity implementation; Chapter 7.Brand strategies over time; Chapter 8.Managing brand systems; Chapter 9.Leveraging the brand; Chapter 10.Measuring brand equity across products and markets; Chapter 11.Organization for brand building. |
Building strong brands [printed text] / David A. Aaker, Author . - London : Pocket Books, 2010 . - ix, 380 p. : ill. ; 20 cm. ISBN : 978-1-84983-040-9 | Class number: | 658.827 | | Abstract: | As industries turn increasingly hostile, it is clear that strong brand building skills are needed to survive and prosper. In Buliding Strong Brands, Aaker uses real brand-buiding cases, from The Body Shop, Kodak, Harley-Davidson, Smirnoff, 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. Aaker also demonstrates how to manage the 'brand system'- the interweaving of many brands-to achieve clarity and synergy, to adapt to a changing environment, and to leverage brand assests into new markets and products. | | Contents note: | Chapter 1.What is a strong brand; Chapter 2.The Saturn Story; Chapter 3.The Brand indentity system; Chapter 4.Organizational Associations; Chapter 5.Brand personality; Chapter 6.Identity implementation; Chapter 7.Brand strategies over time; Chapter 8.Managing brand systems; Chapter 9.Leveraging the brand; Chapter 10.Measuring brand equity across products and markets; Chapter 11.Organization for brand building. |
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