Brand Leadership Building Assets in an Information Economy

ISBN-10: 0684839245

ISBN-13: 9780684839240

Edition: 2000

List price: $30.00
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Description:

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 byBrandweekas "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: Create and elaborate brand identities (what should the brand stand for) Use the brand relationship spectrum, a powerful tool to harness subbrands and endorsed brands to form brand architectures that create clarity, synergy and leveraged assets Identify the customer "sweet spot" and the driving idea that will move brand-building efforts beyond advertising to break out of the clutter Use the Internet and sponsorship to make brands resources work more effectively Address the four imperatives of global brand management Like David Aaker's two previous bestselling books,Brand Leadershipwill be essential reading for line executives and brand managers in market-driven firms worldwide.
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Book details

List price: $30.00
Copyright year: 2000
Publisher: Free Press
Publication date: 3/6/2000
Binding: Hardcover
Pages: 368
Size: 6.50" wide x 10.00" long x 1.00" tall
Weight: 1.188
Language: English

Preface
Introduction
Brand Leadership
The New Imperative Brand Management
The Classic Model
Brand Leadership
The New Imperative
Brand Building Pays Off
Brand Leadership Tasks
The Plan of This Book
Brand Identity
Brand Identity
The Cornerstone of Brand Strategy The Story of Virgin Atlantic Airways
The Brand Identity Planning Model
On Developing a Brand Identity System
Avoiding Common Mistakes
Clarifying and Elaborating the Brand Identity Defining Leadership
Defining Brand Personality
The L.L. Bean Story
Identity Elaboration Exercises
Identity-Supporting Program Audit
Identity Role Model Identification
Visual Metaphor Development
Brand Identity Prioritization
Presenting the Elaborated Identity
The Brand Identity Revisited
Brand Architecture: Achieving Clarity, Synergy, and Leverage
The Brand Relationship Spectrum The GE Appliance Story
The Marriott Story
Designing the Architecture
Endorsers and Subbrands
Linking Brands
The Brand Relationship
Spectrum
A House of Brands
Endorsed Brands
Subbrands
A Branded House
Selecting the Right Position in the Brand Relationship Spectrum
Brand Architecture The Polo Ralph Lauren Story
Market Complexity, Brand Confusion, and Brand Architecture
What Is Brand Architecture?
Extending the Range of a Brand
The Brand Architecture Audit
Building Brands: Beyond Advertising
Adidas and Nike
Lessons in Building Brands Adidas
The Growth Period
The Nike Story
Good Morning, Adidas
Creating a Brand-Building Focus Around the Adidas Brand Identity
The Lessons
Building Brands
The Role of Sponsorship The Master
Card World Cup Sponsorship Story
How Sponsorship Builds Brands
What Can Go Wrong
The Seven Keys of Effective Sponsorships
Building Brands
The Role of the Web Unique Characteristics of the Web
Brand Building on the Web
Brand-Building Web Sites
Advertising and Sponsored Content
Building Brands
Beyond Media Advertising The Brand-Building Task
Building Brands
Some Role Models from Europe
Brand Building Without Advertising
Some Guidelines
Organizing for Brand Leadership
Global Brand Leadership
Not Global Brands McDonald's in Europe
Global Brands
Global Brand Leadership, Not Global Brands
Sharing Insights and Best Practices
A Common Global Brand Planning Process
Assigning Responsibility to Create Cross-Country
Synergy
A System to Deliver Brand-Building Brilliance
Toward a Global Brand
Endnotes
Index
About the Authors
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