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.
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David A. Aaker is the Vice-Chairman of Prophet, Professor Emeritus of Marketing Strategy at the Haas School of Business, University of California at Berkeley, Advisor to Dentsu, Inc., and a recognized authority on brands and brand management. The winner of the Paul D. Converse Award for outstanding contributions to the development of the science of marketing and the Vijay Mahajan Award for Career Contributions to Marketing Strategy, he has published more than ninety articles and eleven books, including Strategic Market Management, Managing Brand Equity, Building Strong Brands, and Brand Leadership (coauthored with Eric Joachimsthaler).
CONTENTS
Preface
1. What is a Strong Brand?
The Kodak Story
What Is Brand Equity?
Brand Awareness
Perceived Quality
Brand Loyalty
Brand Associations
Objectives of the Book
Building Strong Brands Why Is It Hard?
2. The Saturn Story
Saturn -- A Strong Brand?
How Saturn Built a Brand
Challenges Facing Saturn and General Motors
3. The Brand Identity System
What Is Brand Identity?
Brand Identity Traps
Four Brand Identity Perspectives
The Identity Structure
Providing a Value Proposition
Providing Credibility
The Bottom Line: A Brand-Customer Relationship
Working with Multiple Brand Identities
4. Organizational Associations
The Body Shop Story
The Story of Branding in Japan
The Brand as Organization
Organizational Associations
How Organizational Associations Work
5. Brand Personality
The Harley-Davidson Story
Measuring Brand Personality
How a Brand Personality is Created
Why Use Brand Personality?
The Self-Expression Model
The Relationship Basis Model
The Functional Benefit Representation Model
Brand Personality versus User Imagery
Brand Personality as a Sustainable Advantage
6. Identity Implementation
The Brand Position
Achieving Brilliance in Execution
Tracking
A Strategic Brand Analysis
The Power of Brand Identity and Position
7. Brand Strategies Over Time
The General Electric Story
The Smirnoff Story
Why Change Identities, Positions or Executions?
Why Consistency (If Done Well) is Better
Consistency Over Time: Why Is It Hard?
The Search for the Fountain of Youth
8. Managing Brand Systems
Toward a System of Brands
Driver Roles
The Endorser Role
Strategic Brands
Subbrand Roles
Branding Benefits
Silver Bullets
How Many Brands?
9. Leveraging the Brand
The Healthy Choice Story
The Kingsford Charcoal Story
Line Extensions
Moving the Brand Down
Moving a Brand Up
Brand Extension Decisions
Creating Range Brands
Co-Branding
The Brand Systems Audit
10. Measuring Brand Equity Across Products & Markets
Young & Rubicam's Brand-Asset Valuator
Total Research's EquiTrend
Interbrand's Top Brands
Why Measure Brand Equity Across Products and Markets?
The Brand Equity Ten
Loyalty Measures
Perceived Quality and Leadership Measures
Associations/Differentiation Measures
Awareness Measures
Market Behavior Measures
Toward a Single Value of Brand Equity
Adapting the Measures to a Brand's Context
11. Organizing for Brand Building
Brand-Building Imperatives
Adapting the Organization for Brand Building
The Role of the Agency
A Parting Word
Notes
Index
About the Author
| EAN / 13-stellige ISBN | 978-1451674750 |
| 10-stellige ISBN | 1451674759 |
| Verlag | Simon + Schuster Inc. |
| Imprint | Free Press |
| Sprache | Englisch |
| Editionsform | Non Books / PBS |
| Einbandart | E-Book |
| Typ des digitalen Artikels | ePub mit Adobe DRM |
| Copyright | Digital Rights Management Adobe |
| Erscheinungsdatum | 8. November 2011 |
| Seitenzahl | 400 |
| Beilage | EPUB |
| Warengruppe des Lieferanten | Sozialwissenschaften - Wirtschaft |
| Mehrwertsteuer | 7% (im angegebenen Preis enthalten) |
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