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Aaker on Branding : 20 Principles That Drive Success by David Aaker BRAND NEW
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eBay item number:156191781779
Item specifics
- Condition
- ISBN
- 9781614488323
- Book Title
- Aaker on Branding : 20 Principles That Drive Success
- Item Length
- 9in
- Publisher
- Morgan James Publishing
- Publication Year
- 2014
- Format
- Trade Paperback
- Language
- English
- Item Height
- 0.4in
- Genre
- Business & Economics
- Topic
- Marketing / General
- Item Width
- 6in
- Item Weight
- 6.4 Oz
- Number of Pages
- 220 Pages
About this product
Product Information
"Aaker on Branding" provides the principles of branding you need to know to create and manage strong brands. The concepts are culled from the articles, six branding books, and other writings of David Aaker and have been proven to help hundreds of firms develop branding programs. With five sections, it provides a story arc about creating a strong brand that involves understanding that brands are assets, creating a compelling brand vision, bringing the brand to life in the marketplace, maintaining its relevance over time, and managing the brand team to create clarity, synergy, and leverage. The book provides a vehicle for a marketing professional to learn or review the issues, problems, and solutions of branding in a compact form.
Product Identifiers
Publisher
Morgan James Publishing
ISBN-10
1614488320
ISBN-13
9781614488323
eBay Product ID (ePID)
202459905
Product Key Features
Book Title
Aaker on Branding : 20 Principles That Drive Success
Format
Trade Paperback
Language
English
Topic
Marketing / General
Publication Year
2014
Genre
Business & Economics
Number of Pages
220 Pages
Dimensions
Item Length
9in
Item Height
0.4in
Item Width
6in
Item Weight
6.4 Oz
Additional Product Features
Lc Classification Number
Hd69.B7a214 2014
Reviews
"Nobody knows brand strategy better than David Aaker. Aaker has taken all of the essential principles of branding and collapsed them into one epic brand book. Whether you're a seasoned brand marketer or just getting started, this book will provide you with a practical path to creating, nurturing and leveraging strong brands." ---Ann Lewness, CMO Abode Technology "Professor Aaker has truly given the business world a gift: A highly concise and wonderfully cogent and insightful tutorial on the principles of brand stewardship and leadership." ---Joseph V. Tripodi, Chief Marketing and Commercial Officer, Coca-Cola "David Aaker is one of my favorite brand authorities because he understands that the modern brand is an asset that should create value and drive strategy for corporations. His latest treatise is brand dynamite." ---Beth Comstock, CMO "I am a devoted user of David Aaker's work over many years, I like many of you have benefitted from his insights in chunks. Here those chunks are all pulled together, and seasoned with years of his own applied work. It's just outstanding." ---Richard Lyons, Dean, Berkeley-Haas School of Business Administration "Addresses ten strategic brand challenges including created a compelling brand vision, getting digital brand building right, and building the brand internally." ---MaryKay Kopf, Global CMO of the Electrolux Group "David's new book is for learners and experts alike; a knowledge center for branding principles and strategies every marketer needs to know and practice. Why go anywhere else?" ---Elisa Steele, CMO Consumer Apps and Service, Microsoft "Provocative, rooted in substance, a guiding star for modern marketers!" ---Steven Althaus, Director of Brand Management "David Aaker provides 20 core principles and practical steps to create, enhance and leverage powerful brand asset, which can bring sustainable growth. It is a must read for businessman who want to find a key to future success led by power of brand." ---Sue Shim, Global CMO, Samsung Electronics "David Aaker has created a must-read review of enduring principles and current challenges for 21st Century marketers." ---Larry Light, Former CMO McDonalds "David Aaker's many books have been helpful guideposts for my career in business and marketing. Here is a great book that succinctly summarizes what he has learned in his storied career about building enduring, successful brands. Apply David's 20 principles, and your brand will be more successful, and you will be a better leader guaranteed!" ---Jim Stengel, Former Global Marketing Officer "I found the book to be compelling reading for any CMO in this ever changing time and world. It touched raw nerves of challenges we are facing as a company and increased my to do list. And it connected the dots of the evolving role of marketers in organizations." ---John Wallis, CMO Hyatt Hotels Corp "The real test of marketing genius is not to produce a successful product but to build a lasting brand. Dave Aaker has done more to help us understand brand building than anyone else." ---Philip Kotler, co-author of Marketing Management, 14th ed., "Nobody knows brand strategy better than David Aaker. Aaker has taken all of the essential principles of branding and collapsed them into one epic brand book. Whether you're a seasoned brand marketer or just getting started, this book will provide you with a practical path to creating, nurturing and leveraging strong brands." -Ann Lewness, CMO Abode Technology ""Professor Aaker has truly given the business world a gift: A highly concise and wonderfully cogent and insightful tutorial on the principles of brand stewardship and leadership."" -Joseph V. Tripodi, Chief Marketing and Commercial Officer, Coca-Cola "David Aaker is one of my favorite brand authorities because he understands that the modern brand is an asset that should create value and drive strategy for corporations. His latest treatise is brand dynamite." -Beth Comstock, CMO, GE ""I am a devoted user of David Aaker's work over many years, I like many of you have benefitted from his insights in chunks. Here those chunks are all pulled together, and seasoned with years of his own applied work. It's just outstanding."" -Richard Lyons, Dean, Berkeley-Haas School of Business Administration "Addresses ten strategic brand challenges including created a compelling brand vision, getting digital brand building right, and building the brand internally." -MaryKay Kopf, Global CMO of the Electrolux Group "David's new book is for learners and experts alike a knowledge center for branding principles and strategies every marketer needs to know and practice. Why go anywhere else?" -Elisa Steele, CMO Consumer Apps and Service, Microsoft "Provocative, rooted in substance, a guiding star for modern marketers!" -Steven Althaus, Director of Brand Management, BMW ""David Aaker provides 20 core principles and practical steps to create, enhance and leverage powerful brand asset, which can bring sustainable growth. It is a must read for businessman who want to find a key to future success led by power of brand."" -Sue Shim, Global CMO, Samsung Electronics "David Aaker has created a must-read review of enduring principles and current challenges for 21st Century marketers." -Larry Light, Former CMO McDonalds ""David Aaker's many books have been helpful guideposts for my career in business and marketing. Here is a great book that succinctly summarizes what he has learned in his storied career about building enduring, successful brands. Apply David's 20 principles: your brand will be more successful, and you will be a better leader-guaranteed!"" -Jim Stengel, Former Global Marketing Officer, P&G ""I found the book to be compelling reading for any CMO in this ever changing time and world. It touched raw nerves of challenges we are facing as a company and increased my to do list. And it connected the dots of the evolving role of marketers in organizations."" -John Wallis, CMO Hyatt Hotels Corp ""The real test of marketing genius is not to produce a successful product but to build a lasting brand. Dave Aaker has done more to help us understand brand building than anyone else."" -Philip Kotler, co-author of Marketing Management , 14th ed., "Nobody knows brand strategy better than David Aaker. Aaker has taken all of the essential principles of branding and collapsed them into one epic brandbook. Whether you're a seasoned brand marketer or just getting started, this book will provide you with a practical path to creating, nurturingand leveraging strong brands." ---Ann Lewness, CMO Abode Technology "Professor Aaker has truly given the business world a gift: A highly concise and wonderfully cogent and insightful tutorial on the principles of brandstewardship and leadership." ---Joseph V. Tripodi, Chief Marketing and Commercial Officer, Coca-Cola "David Aaker is one of my favorite brand authorities because he understands that the modern brand is an asset that should create value and drive strategyfor corporations. His latest treatise is brand dynamite." ---Beth Comstock, CMO "I am a devoted user of David Aaker's work over many years, I like many of you have benefitted from his insights in chunks. Here those chunks are allpulled together, and seasoned with years of his own applied work. It's just outstanding." ---Richard Lyons, Dean, Berkeley-Haas School of BusinessAdministration "Addresses ten strategic brand challenges including created a compelling brand vision, getting digital brand building right, and building the brandinternally." ---MaryKay Kopf, Global CMO of the Electrolux Group "David's new book is for learners and experts alike; a knowledge center for branding principles and strategies every marketer needs to know and practice.Why go anywhere else?" ---Elisa Steele, CMO Consumer Apps and Service, Microsoft "Provocative, rooted in substance, a guiding star for modern marketers!" ---Steven Althaus, Director of Brand Management "David Aaker provides 20 core principles and practical steps to create, enhance and leverage powerful brand asset, which can bring sustainable growth. Itis a must read for businessman who want to find a key to future success led by power of brand." ---Sue Shim, Global CMO, Samsung Electronics "David Aaker has created a must-read review of enduring principles and current challenges for 21st Century marketers." ---Larry Light, Former CMO McDonalds "David Aaker's many books have been helpful guideposts for my career in business and marketing. Here is a great book that succinctly summarizes what he haslearned in his storied career about building enduring, successful brands. Apply David's 20 principles, and your brand will be more successful, and you willbe a better leader guaranteed!" ---Jim Stengel, Former Global Marketing Officer "I found the book to be compelling reading for any CMO in this ever changing time and world. It touched raw nerves of challenges we are facing as a companyand increased my to do list. And it connected the dots of the evolving role of marketers in organizations." ---John Wallis, CMO Hyatt Hotels Corp "The real test of marketing genius is not to produce a successful product but to build a lasting brand. Dave Aaker has done more to help us understandbrand building than anyone else." ---Philip Kotler, co-author of Marketing Management, 14th ed., "Nobody knows brand strategy better than David Aaker. Aaker has taken all of the essential principles of branding and collapsed them into one epic brand book. Whether you're a seasoned brand marketer or just getting started, this book will provide you with a practical path to creating, nurturing and leveraging strong brands." -Ann Lewness, CMO Abode Technology "Professor Aaker has truly given the business world a gift: A highly concise and wonderfully cogent and insightful tutorial on the principles of brand stewardship and leadership." -Joseph V. Tripodi, Chief Marketing and Commercial Officer, Coca-Cola "David Aaker is one of my favorite brand authorities because he understands that the modern brand is an asset that should create value and drive strategy for corporations. His latest treatise is brand dynamite." -Beth Comstock, CMO, GE "I am a devoted user of David Aaker's work over many years, I like many of you have benefitted from his insights in chunks. Here those chunks are all pulled together, and seasoned with years of his own applied work. It's just outstanding." -Richard Lyons, Dean, Berkeley-Haas School of Business Administration "Addresses ten strategic brand challenges including created a compelling brand vision, getting digital brand building right, and building the brand internally." -MaryKay Kopf, Global CMO of the Electrolux Group "David's new book is for learners and experts alike a knowledge center for branding principles and strategies every marketer needs to know and practice. Why go anywhere else?" -Elisa Steele, CMO Consumer Apps and Service, Microsoft "Provocative, rooted in substance, a guiding star for modern marketers!" -Steven Althaus, Director of Brand Management, BMW "David Aaker provides 20 core principles and practical steps to create, enhance and leverage powerful brand asset, which can bring sustainable growth. It is a must read for businessman who want to find a key to future success led by power of brand." -Sue Shim, Global CMO, Samsung Electronics "David Aaker has created a must-read review of enduring principles and current challenges for 21st Century marketers." -Larry Light, Former CMO McDonalds "David Aaker's many books have been helpful guideposts for my career in business and marketing. Here is a great book that succinctly summarizes what he has learned in his storied career about building enduring, successful brands. Apply David's 20 principles: your brand will be more successful, and you will be a better leader-guaranteed!" -Jim Stengel, Former Global Marketing Officer, P&G "I found the book to be compelling reading for any CMO in this ever changing time and world. It touched raw nerves of challenges we are facing as a company and increased my to do list. And it connected the dots of the evolving role of marketers in organizations." -John Wallis, CMO Hyatt Hotels Corp "The real test of marketing genius is not to produce a successful product but to build a lasting brand. Dave Aaker has done more to help us understand brand building than anyone else." -Philip Kotler, co-author of Marketing Management , 14th ed.
Table of Content
Introduction: Why This Book? Recognize That Brands Are Assets Brands Are Assets that Drive Strategy Brands Assets Have Real Value Have a Compelling Brand Vision Create a Brand Vision A Brand Personality Connects The Organization and Its Higher-Purpose Differentiate Get Beyond Functional Benefits Create Must Haves Rendering Competitors Irrelevant To Own an Innovation, Brand It From Positioning the Brand to Framing the Subcategory Bring the Brand to Life Where do Brand-Building Ideas Come From? Focus on Customer's Sweet Spots Digital A Critical Brand-Building Tool Consistency Wins Internal Branding: A Key Ingredient Maintain Relevance Three Threats to Brand Relevance Energize Your Brand! Manage Your Brand Portfolio You Need a Brand Portfolio Strategy Brand Extensions: The Good, the Bad, and the Ugly Vertical Brand Extensions Have Risks and Rewards Silo Organizations Inhibit Brand Building Epilogue: Ten Branding Challenges
Copyright Date
2014
Target Audience
Trade
Dewey Decimal
658.827
Dewey Edition
23
Item description from the seller
Seller assumes all responsibility for this listing.
eBay item number:156191781779
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Item location:
Gainesville, Florida, United States
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United States
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APO/FPO, Africa, Asia, Barbados, Bermuda, Canada, Central America and Caribbean, Europe, French Guiana, French Polynesia, Greenland, Guadeloupe, Libya, Martinique, Mexico, Middle East, New Caledonia, Oceania, Reunion, Russian Federation, Saint Pierre and Miquelon, South America, Southeast Asia, US Protectorates, Ukraine, Venezuela
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| Will usually ship within 1 business day of receiving cleared payment. |
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a***t (434)- Feedback left by buyer.
Past 6 months
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Accurate description, fast shipping. Recommended seller.
e***t (26)- Feedback left by buyer.
Past year
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I have attempted to contact the seller regarding my order. I ordered the pocket DSM 5TR and received the DSM 5. I have had no response regarding receiving the wrong order, this has been very frustrating and feel they need to compensate me for the amount I paid and amount to return the book if needed. Horrible customer service unfortunately:(. Very disappointed because they had great reviews.
Reply from: gainesvillebooks- Feedback replied by seller gainesvillebooks.- Feedback replied by seller gainesvillebooks.
The buyer was told that our area was under a hurricane watch and that the safety of our families and staff came first. We promised to do all we could to address their concern when it was safe. A member of our staff managed to pull the correct book from our warehouse, deliver it to the regional mail facility, and send it out with complimentary expedited shipping just ahead of a mandatory area wide shut down. Also, the buyer was allowed to keep the book they received in error.
k***p (14)- Feedback left by buyer.
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Book was brand new, as advertised
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