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Item Details
| Title:
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BUILDING STRONG BRANDS
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| By: |
David A. Aaker |
| Format: |
Paperback |
| List price:
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£10.99 |
| Our price: |
£8.02 |
| Discount: |
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| You save:
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£2.97 |
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| ISBN 10: |
1849830401 |
| ISBN 13: |
9781849830409 |
| Availability: |
Usually dispatched within 1-2 days.
 Delivery
rates
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| Stock: |
Currently 17 available |
| Publisher: |
SIMON & SCHUSTER LTD |
| Pub. date: |
29 April, 2010 |
| Pages: |
400 |
| Description: |
Using real brand-building case studies, this groundbreaking book describes how companies can increase brand identity by thinking 'out-of-the-box'. |
| Synopsis: |
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. |
| Publication: |
UK |
| Imprint: |
Simon & Schuster Ltd |
| Returns: |
Returnable |
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