Brand Leadership - Softcover

Aaker, David A.; Joachimsthaler, Erich

Softcover

ISBN 10: 074320767X ISBN 13: 9780743207676

Publisher: Free Press, 2002

Synopsis

Closely watched by the stock market and obsessed over by the biggest companies, brand identity is the one indisputable source of sustainable competitive advantage, the vital key to customer loyalty. An expert in this burgeoning field, David Aaker now prepares managers for the next wave of the brand revolution. With co-author Erich Joachimsthaler, Aaker takes brand management to the next level - strategic brand leadership. The authors offer their conceptualization of "brand architecture" - how multiple brands relate to each other - as well as insights on the new area of internet branding.

About this title

Review:

Build it ... and they'll come. Nope, not necessarily, not anymore. It's a crowded, crazy market out there, and no matter how fabulous your product or service, there's bound to be someone else delivering something pretty close. The solution? Take your product or service and...brand it! Though the idea has been around in management circles since the late 1980s, brand equity has never been more important than it is now. In Brand Leadership, David Aaker and Erich Joachimsthaler set out to guide managers to the next level of the brand revolution.

Building and managing brands, though obviously vital and necessary steps in the process, do not make up the whole picture of the successful development of a brand. What is needed is strategic brand leadership. Implementing this kind of leadership, Aaker and Joachimsthaler insist, requires a radical shift in an organization's culture, its structure, and its systems. In their densely packed but accessible book, they outline what this shift is all about, and discuss the important components of brand leadership: defining and elaborating a brand identity; designing the brand's architecture to achieve clarity, synergy and leverage; building a brand beyond the obvious route of advertising by incorporating such aspects as sponsorship and the role of the Internet; and organising the entire company around global brand leadership as opposed to merely the creation of a global brand. To support and demonstrate their ideas, the authors conducted hundreds of corporate case studies throughout Europe and the US. Inspiring and useful tales of such brand-focused and brand-recognised companies as Virgin, Nike, Adidas and MasterCard are told in detail, and they touch on a host of other companies and brands to add texture to the lessons. As is obvious from these examples, achieving an effective brand leadership strategy requires awareness, understanding, passion and a heck of a lot of work. But in today's enormously competitive brand environment, the rewards can be--and are--well worth the effort. Brand Leadership provides invaluable advice for anyone looking to focus and direct that effort toward a profitable and lasting result. --S Ketchum, Amazon.com

Review:

Hans-Georg Brehm Brand Management, Mercedes-Benz A step ahead in the new world of complex brand architectures. John QuelchDean, London Business SchoolSolid advice for firms facing global brand challenges. 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! 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. 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. Tom Petersauthor of "The 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 Leadership" is 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. Peter Sealey, Ph.D.Co-Director, Center for Marketing and Technology, University of California-Berkeley, former global marketing director, The Coca-Cola Company What 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 Leadership" is 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. Tom Petersauthor of "The 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 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. Dennis CarterVice President, Intel Corporation A 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. Joseph V. TripodiChief Marketing Officer, Seagram Aaker 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! Hans-Georg BrehmBrand Management, Mercedes-Benz A step ahead in the new world of complex brand architectures. John QuelchDean, London Business School Solid advice for firms facing global brand challenges.

About this edition

• Publisher: Free Press
• Publication date: 2002
• ISBN 10: 074320767X
• ISBN 13: 9780743207676
• Binding: Paperback
• Number of pages: 368