X
Follow us on
Text Size  A-- A--A

      Business/Management  >>    Building Strong Brands
Book Title: Building Strong Brands
Desc:

Using real brand-building cases studies, this groundbreaking book describes how companies can increase brand identity by thinking 'out-of-the-box'. As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's path-breaking 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-organisation, and brand-as-symbol perspectives. 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.

Author Name: David A. Aaker
Reference Number:3140
ISBN: 9780743232135
Number of Pages: 380
Book rating: No Rating
Author rating: No Rating

Member reviews:

No Review

Author in Focus

Javier Moro is a writer and journalist. His most recent novel, Passion India has been widely acclaimed by critics and readers alike and with more than Read More...

Book of the Week

THE RED SARI: A DRAMATISED BIOGRAPHY OF SONIA GANDHI

by: JAVIER MORO

In the year 1965, Sonia Maino, a 19-year-old Italian student met a young Indian boy, Rajiv Gandhi, while they were both studying in Cambridge. She was born into a modest family in suburban Turin, where her father was a strict man who kept a close eye on his three daughters. Much to his chagrin, his painfully-shy middle daughter, of whom he was especially protective, fell in love with a man belongi Read More...
 
Leading Online Library in Chennai © bookandborrow.com. All Rights Reserved.