Managing Brand Equity
| Author | : | |
| Rating | : | 4.70 (736 Votes) |
| Asin | : | 0029001013 |
| Format Type | : | paperback |
| Number of Pages | : | 299 Pages |
| Publish Date | : | 2017-12-17 |
| Language | : | English |
DESCRIPTION:
This could be the book that finally directs the attention of American business away from quarterly earnings statements and onto permanent growth. This book is the most comprehensive and most insightful source available.Vijay MahajanThe University of Texas at AustinA fascinating, practical, and insightful book that brilliantly examines the "assets" that define brand equity to create, develop, market, and manage brands strategically in the l990s.Nicholas StaveleyEditor, ADMAPGreat brands have become multinational properties, with a worth in the same order of magnitude as the corporations who own them. . David E. In an increasingly crowded marketplace, fools will compete on price. Every marketing professional in America should read this book and take its message to heart.William WellsExecutive Vice-Presi
In a fascinating and insightful examination of the phenomenon of brand equity, Aaker provides a clear and well-defined structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets, which will clarify for managers exactly how brand equity does contribute value.The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. Yet, research shows that managers cannot identify with confidence their brand associations, levels of consumer awareness, or degree of customer loyalty. Although several companies, such as Canada Dry and Colgate-Palmolive, have recently created an equity management position to be guardian of the value of brand names, far too few managers, Aaker concludes, really understand the concept of brand equity and how it must be impleme
"A Solid Effort!" according to Rolf Dobelli. Think Coca-Cola and what comes to mind? That's brand power. Author David A. Aaker illustrates how such powerful brands connect with customers. Unfortunately, Aaker doesn't show you how to build up your name or how to make the most of your ad dollars. But he does provide compelling, insider case studies, going back to the launch of Procter & Gamble's Ivory soap in 1881. Aaker sets three goals and just about achieves them: 1) Show managers how brand equity provides value, 2) Showcase examples of good and bad marketing and A Solid Effort! Think Coca-Cola and what comes to mind? That's brand power. Author David A. Aaker illustrates how such powerful brands connect with customers. Unfortunately, Aaker doesn't show you how to build up your name or how to make the most of your ad dollars. But he does provide compelling, insider case studies, going back to the launch of Procter & Gamble's Ivory soap in 1881. Aaker sets three goals and just about achieves them: 1) Show managers how brand equity provides value, 2) Showcase examples of good and bad marketing and 3) Discu. ) Discu. "One of the Bests" according to Yalcin Kaya. I read this book from the library, but as it is a book to be kept in the personal library, bought it. Now I make my pals near to me read this book and the series.. "insightful book" according to J_Fif. I purchased this book for my brand strategy class at NYU and I found it to be extremely insightful and easy to follow. Aaker is straight to the point and heeds some greats advice on how to manage brands whether they be old or new.
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 (co-auth