Brand Leadership -- Managing Brand Assets

Author: David A. Aaker / Erich Joachimczuk (USA)
Publisher:
Publish Date: 2001-04-01
Features: In the past decade, many management trends have come and gone, but the concept of "brand equity," first proposed by David Aaker in the late 1980s, has demonstrated its immense value. David Aaker, hailed by Brandweek as the "father of the brand equity movement," presents deeper guiding principles for managers in this new work, focusing on the brand revolution and brand leadership. In this book, David Aaker and his co-author Erich Joachimczuk for the first time describe how emerging strategic brands from leadership examples have transformed the traditional, tactics-oriented brand management systems pioneered by P＆G. The authors substantiate these fundamental changes with hundreds of case studies from companies such as Polo Ralph Lauren, Virgin Airlines, Adidas, GE, Marriott, IBM, McDonald's, Maggi, and Swatch, proving that these shifts are no less than a revolution in brand organization building, systems, and culture. This highly readable work equips brand management teams to accomplish the following tasks:
- Create and articulate brand attributes (which will become symbols of the brand);
- Utilize the powerful Brand Relationship Spectrum tool to construct a brand architecture comprising brands, sub-brands, and endorsed brands, creating clear, coordinated, and balanced brand equity.
- Identify consumers' "SWEETSPOT" and strong creativity, which can break through current confusion and elevate brand-building activities above advertising.
- Leverage the Internet and sponsorship opportunities to make brand resources more efficient.
- Apply these four key principles to the management of global brands.
Like his previous two best-selling books, Brand Leadership is also a must-read for brand managers and professional executives in market-oriented organizations around the world.