Building Strong Brands - David A. Aaker
David A. Aaker
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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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