Manage brand assets

Author: (USA) David Aaker
Translator: Xi Weihua & Dong Chunhai
Country: USA
Publisher:
Publish Date: 2006-01-01
Features: David Aaker is a world-class brand management expert. This book is the first part of the famous trilogy on brand creation and management, and it is also the pioneering and foundational work. The theoretical perspectives of the second and third parts both originate from this book. Through an in-depth and meticulous study of brand phenomena, Aaker clearly elaborates on the distinct relationship structure among brands, logos, and slogans, as well as the five fundamental assets of brand equity. He cites numerous company cases to demonstrate how to strategically manage brands by sequentially creating, nurturing, and leveraging these five brand assets. This book, with extraordinary wisdom, clarifies the following challenges: defining brand equity, outlining its structure to help managers better understand how brand equity creates value. It organizes research findings and illustrative cases, showing how marketing decisions or environmental factors that strengthen (weaken) brands can increase (decrease) brand value. It explains how to manage brand equity, including how to create, maintain, protect, and leverage brands. It poses relevant questions and provides corresponding advice to forward-thinking managers. A must-read for managers. In an increasingly competitive market, fools compete on price, while victory belongs to those who can find ways to create lasting value in consumers' minds. This book is written for the winners—it seamlessly blends concise case studies with sound academic research. —Tom Peters
Simple and accessible, yet packed with valuable insights—Aaker brilliantly illuminates the essence of brand equity in this unparalleled work. Every marketing professional should read this book and internalize its principles. —Peter Sili, Senior Vice President and Global Marketing Director, Coca-Cola Company
If managed appropriately, the return on any asset over time cannot match the return on a trademark. David Aaker's book helps students and practicing professionals better understand the complexity, sensitivity, and opportunities within the field of brand equity. —David D'Angelo, Senior Vice President of Marketing, Philip Morris Companies
This book defines the concept of brand equity, proposes methods for determining brand value, introduces the four elements of brand equity, and explores additional factors that identify brands beyond the brand name—such as logos and slogans.