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Aaker

Aaker on Branding

20 Principles That Drive Success

Medium: Buch
ISBN: 978-93-5150-390-3
Verlag: SAGE Publications India Pvt Ltd
Erscheinungstermin: 18.08.2015
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Did you know Brands Are Assets?

Do you know how to create a Brand Vision?

Is it possible to bring a Brand to Life?

This is the definitive book that answers these questions and more.

Aaker on Branding presents in a compact form, the twenty essential principles of branding that will lead to the creation of strong brands. These principles provide a broad understanding of brands, brand strategy, brand portfolios, and brand building that all business, marketing, and brand strategists should know.


Produkteigenschaften


  • Artikelnummer: 9789351503903
  • Medium: Buch
  • ISBN: 978-93-5150-390-3
  • Verlag: SAGE Publications India Pvt Ltd
  • Erscheinungstermin: 18.08.2015
  • Sprache(n): Englisch
  • Auflage: Erscheinungsjahr 2015
  • Produktform: Kartoniert
  • Seiten: 252
  • Format (B x H): 152 x 229 mm
  • Ausgabetyp: Kein, Unbekannt
Autoren/Hrsg.

Autoren

David Aaker, the Vice-Chairman of Prophet Brand Strategy and Professor Emeritus of Marketing Strategy at the Berkeley-Haas School of Business, is the winner of three career awards for contributions to the science of marketing (Paul D. Converse Award), marketing strategy (Vijay Mahajan Award), and the theory and practice of marketing (Buck Weaver Award). He has published more than 100 articles and 17 books that have sold well over one million copies and been translated into eighteen languages. They include Managing Brand Equity, Building Strong Brands, Brand Leadership (co-authored with Erich Joachimsthaler) Brand Portfolio Strategy, From Fargo to the World of Brands, Spanning Silos, Strategic Market Management 10th edition, Brand Relevance: Making Competitors Irrelevant which was named to three best book lists for 2011, and Three Threats to Brand Relevance. Named as one of the top five most important marketing/business gurus in 2007, Professor Aaker has won awards for the best article in the California Management Review and (twice) in the Journal of Marketing. A recognized authority on brand strategy, he has been an active consultant and speaker throughout the world. A columnist for AMA’s Marketing News and Germany’s absatzwirtschaft, he regularly blogs at davidaaker.com and HBR.org. He is at twitter.com/davidaaker. An avid biker and struggling golfer, he lives in Orinda California.

Preface for South Asia
Acknowledgments
Introduction: Why This Book?
Part I. Recognize That Brands Are Assets
Brands Are Assets That Drive Strategy
Brand Assets Have Real Value
Part II. 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
Part III. 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
Part IV. Maintain Relevance
Three Threats to Brand Relevance
Energize Your Brand!
Part V. 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
Endnotes
Index