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Brand Leadership: Building Assets in an Information Economy
Paperback
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ISBN10: 1439172919
ISBN13: 9781439172919
Publisher: Free Pr
Published: Apr 27 2009
Pages: 368
Weight: 0.98
Height: 0.92 Width: 6.00 Depth: 9.00
Language: English
ISBN13: 9781439172919
Publisher: Free Pr
Published: Apr 27 2009
Pages: 368
Weight: 0.98
Height: 0.92 Width: 6.00 Depth: 9.00
Language: English
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 by Brandweek as 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:
Like David Aaker's two previous bestselling books, Brand Leadership will be essential reading for line executives and brand managers in market-driven firms worldwide.
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