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Brand Leadership : Building Assets in an Information Economy by Erich Joachimsthaler and David A. Aaker (2000, Hardcover)
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Product Information
A dozen management fads have come and gone in the past decade, but brand equity, first explored by David Aaker in the late 1980s, has exploded in importance. Recognized byBrandweekas "the dean of the brand-equity movement," Aaker now prepares managers for the next level of the brand revolution -- brand leadership.For the first time, Aaker and coauthor Erich Joachimsthaler describe how the emerging paradigm of strategic brand leadership is replacing the classic, tactically oriented brand management system pioneered by Procter & Gamble. This fundamental shift involves nothing less than a revolution in organizational structure, systems, and culture -- as the authors demonstrate with hundreds of case studies from companies such as Polo Ralph Lauren, Virgin Airlines, Adidas, GE, Marriott, IBM, McDonald's, Maggi, and Swatch. This immensely readable book provides the brand management team with the capability to: Create and elaborate brand identities (what should the brand stand for) Use the brand relationship spectrum, a powerful tool to harness subbrands and endorsed brands to form brand architectures that create clarity, synergy and leveraged assets Identify the customer "sweet spot" and the driving idea that will move brand-building efforts beyond advertising to break out of the clutter Use the Internet and sponsorship to make brands resources work more effectively Address the four imperatives of global brand management Like David Aaker's two previous bestselling books,Brand Leadershipwill be essential reading for line executives and brand managers in market-driven firms worldwide.Product Identifiers
PublisherFree Press
ISBN-100684839245
ISBN-139780684839240
eBay Product ID (ePID)1173974
Product Key Features
Number of Pages368 Pages
Publication NameBrand Leadership : Building ASSETS in an Information Economy
LanguageEnglish
SubjectMarketing / General, Consumer Guides, Industrial Management, General
Publication Year2000
TypeNot Available
AuthorDavid A. Aaker, Erich Joachimsthaler
Subject AreaBusiness & Economics, Référence
FormatHardcover
Dimensions
Item Height1.2 in
Item Weight19.1 Oz
Item Length9.2 in
Item Width6.1 in
Additional Product Features
LCCN99-089668
ReviewsTom Petersauthor ofThe Circle of Innovation"Branding" is the hottest term in business. For good reason. And, simply, there is a "brand" in the thinking about this topic. Namely, David Aaker. The new book is not a "line extension" It is an original. This is "it" on branding. Read it...or else., Peter Sealey, Ph.D.Co-Director, Center for Marketing and Technology, University of California-Berkeley, former global marketing director, The Coca-Cola CompanyWhat Frederick W. Taylor did for scientific management and Peter F. Drucker did for the concept of management, Aaker has done for our understanding of brands. Now, in collaboration with Erich Joachimsthaler, he has taken that life's work to a new level of perception, insight, and sophistication.Brand Leadershipis a highly needed roadmap for the multi-brand marketer which is as up-to-date as tomorrow morning with chapters on how to incorporate sponsorships and the Internet., Hans-Georg BrehmBrand Management, Mercedes-BenzA step ahead in the new world of complex brand architectures., Joseph V. TripodiChief Marketing Officer, SeagramAaker and Joachimsthaler give all brand stewards the hope that by mastering these principles their own brands will reach new, exalted heights. This book is PRICELESS!, Peter A. GeorgescuChairman and CEO, Young & Rubicam Inc.An excellent tool for anyone who really wants to understand the art and science of brand building. Clear and dynamic examples illustrate key brand drivers and make complex brand theory easy to understand., John Quelchdean, London Business Schoolsolid Advice for Firms Facing Global Brand Challenges., Dennis CarterVice President, Intel CorporationA superb framework for dealing with the incredible complexity we brand managers face, particularly the implications of the link between the business strategy and brand, a link too often overlooked.
Dewey Edition21
Publication Date2000-03-06
Target AudienceTrade
IllustratedYes
Dewey Decimal658.8/27
Lc Classification NumberHd69.B7a215 2000
Table of ContentContents PrefacePart I: Introduction1. Brand Leadership -- The New Imperative Brand Management -- The Classic ModelBrand Leadership -- The New ImperativeBrand Building Pays OffBrand Leadership TasksThe Plan of This Book Part II: Brand Identity2. Brand Identity -- The Cornerstone of Brand Strategy The Story of Virgin Atlantic AirwaysThe Brand Identity Planning ModelOn Developing a Brand Identity System -- Avoiding Common Mistakes 3. Clarifying and Elaborating the Brand Identity Defining LeadershipDefining Brand Personality -- The L.L. Bean StoryIdentity Elaboration ExercisesIdentity-Supporting Program AuditIdentity Role Model IdentificationVisual Metaphor DevelopmentBrand Identity PrioritizationPresenting the Elaborated IdentityThe Brand Identity Revisited Part III: Brand Architecture: Achieving Clarity, Synergy, and Leverage4. The Brand Relationship Spectrum The GE Appliance StoryThe Marriott StoryDesigning the Architecture -- Endorsers andSubbrandsLinking Brands -- The Brand RelationshipSpectrumA House of BrandsEndorsed BrandsSubbrandsA Branded HouseSelecting the Right Position in the Brand Relationship Spectrum 5. Brand Architecture The Polo Ralph Lauren StoryMarket Complexity, Brand Confusion, and Brand ArchitectureWhat Is Brand Architecture?Extending the Range of a BrandThe Brand Architecture Audit Part IV: Building Brands: Beyond Advertising6. Adidas and Nike -- Lessons in Building Brands Adidas -- The Growth PeriodThe Nike StoryGood Morning, AdidasCreating a Brand-Building Focus Around the Adidas Brand IdentityThe Lessons 7. Building Brands -- The Role of Sponsorship The MasterCard World Cup Sponsorship StoryHow Sponsorship Builds BrandsWhat Can Go WrongThe Seven Keys of Effective Sponsorships 8. Building Brands -- The Role of the Web Unique Characteristics of the WebBrand Building on the WebBrand-Building Web SitesAdvertising and Sponsored Content 9. Building Brands -- Beyond Media Advertising The Brand-Building TaskBuilding Brands -- Some Role Models from EuropeBrand Building Without Advertising -- Some Guidelines PART V: Organizing for Brand Leadership10. Global Brand Leadership -- Not Global Brands McDonald's in EuropeGlobal BrandsGlobal Brand Leadership, Not Global BrandsSharing Insights and Best PracticesA Common Global Brand Planning ProcessAssigning Responsibility to Create Cross-CountrySynergyA System to Deliver Brand-Building BrillianceToward a Global Brand EndnotesIndexAbout the Authors
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