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Building Strong Brands PDF
By:David A. Aaker
Published on 2012-10-01 by Simon and Schuster

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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.

This Book was ranked at 41 by Google Books for keyword Branding Design.

Book ID of Building Strong Brands's Books is OLa_9LePJlYC, Book which was written byDavid A. Aakerhave ETAG "5CvhYimSZiA"

Book which was published by Simon and Schuster since 2012-10-01 have ISBNs, ISBN 13 Code is 9781471104381 and ISBN 10 Code is 1471104389

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Book which have "400 Pages" is Printed at BOOK under CategoryBusiness and Economics

Book was written in en

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