Brand LeadershipSimon and Schuster, 11/12/2012 - 352 páginas Management fads come and go in the blink of an eye, but branding is here to stay. Closely watched by the stock market and obsessed over by the biggest companies, brand identity is the one indisputable source of sustainable competitive advantage, the vital key to customer loyalty. David Aaker is widely recognised as the leading expert in this burgeoning field. Now he prepares managers for the next wave of the brand revolution. With coauthor Erich Joachimsthaler, Aaker takes brand management to the next level - strategic brand leadership. Required reading for every marketing manager is the authors' conceptualisation of 'brand architecture' - how multiple brands relate to each other - and their insights on the hot new area of Internet branding. Full of impeccable, intelligent guidance, BRAND LEADERSHIP is the visionary key to business success in the future. |
Índice
Preface | |
Brand LeadershipThe New Imperative | |
Brand IdentityThe Cornerstone of Brand Strategy | |
Clarifying and Elaborating the Brand Identity | |
The Brand Relationship Spectrum | |
Brand Architecture | |
Adidas and NikeLessons in Building Brands | |
Building BrandsThe Role of Sponsorship | |
Building BrandsThe Role of the | |
Building BrandsBeyond Media Advertising | |
Global Brand LeadershipNot Global Brands | |
Endnotes | |
Outras edições - Ver tudo
Brand Leadership: Building Assets In an Information Economy David A. Aaker,Erich Joachimsthaler Pré-visualização indisponível - 2009 |
Palavras e frases frequentes
Adidas Streetball Challenge athletes brand architecture brand equity brand essence brand identity brand leadership brand management brand personality brand portfolio brand strategy brand-building efforts brand-building programs branded house build brands campaign co-brand communication company’s competitors consumers context create credibility customers developed differentiation dimensions driver role driving idea effective emotional endorsed brand enhance event example experience Figure firms FlowTex functional benefits global brand management goal Haagen-Dazs Harley-Davidson identity elements impact innovation involved leverage Maggi Marriott master brand MasterCard McDonald’s media advertising needs Nestlé Nike Nike’s NikeTown offering Olympics organization Pantene percent Polo Polo Ralph Lauren potential premium problems Ralph Lauren relationship relevant role models segment self-expressive benefits shoes soccer Sony sponsored sponsorship Streetball strong brands subbrands symbol synergy tagline Tango target upscale value market value proposition Virgin visibility World Cup