Building Strong Brands

Building Strong Brands

In this compelling 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.

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-organization, and brand-as-symbol perspectives. The twin concepts of brand identity (the brand image that brand strategists aspire to create or maintain) and brand position (that part of the brand identity that is to be actively communicated) play a key role in managing the "out-of-the-box" brand.

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.

Aaker also addresses practical management issues, introducing a set of brand equity measures, termed the brand equity ten, to help those who measure and track brand equity across products and markets. He presents and analyzes brand-nurturing organizational forms that are responsive to the challenges of coordinated brands across markets, products, roles, and contexts. Potentially destructive organizational pressures to change a brand's identity and position are also discussed.

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.

Title:Building Strong Brands
Edition Language:English
ISBN:9780029001516
Format Type:

    Building Strong Brands Reviews

  • Ahmad Badghaish

    Love it. Very insightful book in this topic....

  • Keynan Soendojo

    What I love about this book is an applicable theory, old but gold, and the concept still relevance until this day. This book gives and teach you some "tools" that can you use for planning a brand.The ...

  • Gunjan Gupta

    Too much gyan!!This book consists of various theories backed by examples. What I did not like was that most of the examples used in the book were never heard by me and so it was really difficult to re...

  • Jason Fahlstrm

    A must read for all brand marketers....

  • Almir

    http://imeducatingmyself.com/building...If you’re looking for a book that will help you to learn how to build a brand – then I would definitely suggest you this book written by a professor David A...

  • Oliver

    The book is good at descriptive analysis of different brand strategies and what different brands did. It's hard to be prescriptive and identify what to do at the time it's happening. Finally, the bran...

  • Jitin Nair

    A must for someone in the marketing business. Period!...

  • Angelo

    Sometimes too dogmatic...

  • Grace

    It was a little repetitive. I felt like I had gotten most of what I could have gotten out of it halfway through....

  • thioacetone

    Since it is aimed to brand managers it is quite boring to read, monotonuos and full of terms and definitions. However, even 20 years after publishing, it is still one of the essentials for brand strat...