| Details | | Publication Date: | 1995-12-01 | | Edition Description: | Illustrated |
| Size | | Length: | 380 pages | | Height: | 9.5 in | | Width: | 6.5 in | | Thickness: | 1.2 in | | Weight: | 20.8 oz |
Publisher's Note
As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's book, Managing Brand Equity, managers discovered the value of a brand as a strategic asset and a company's primary source of competitve 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.
Industry Reviews
Aaker (marketing, Univ. of California- Berkeley) has written a sequel to his Managing Brand Equity (Free Pr., 1991). In this latest offering he tells how to deal with the fragmentation of markets by building brand identity, creating brand personality, and managing a brand system. With extensive case studies and illustrations of companies' ads, he emphasizes positioning a brand personality to match that of the consumer being targeted. Kingsford, known for its charcoal, tried to move into a line of foods but failed, unable to shake its charcoal image. Healthy Choice created the perception that healthy foods can taste good. Saturn developed from a new company in an old industry and had to "sell the company, not the car." Aaker's well-written book is for specialists in the field of marketing. Recommended for large business collections. Joel Jones, Kansas Cty. P.L., Mo.
Breitman
This sequel to Managing Brand Equity explores areas of brand management that were not covered in Aaker's previous book. With the premises that a brand is a strategic asset a key to long-term performance and should be managed, Aaker delves into how this can be accomplished. Conceptual models are illustrated with case studies and examples, and the Saturn automobile is presented in detail as the quintessential example of brand development. Brand systems consisting of intertwined brands add a new dimension that can produce efficiencies or confusion. Five major themes of brand management are clearly stated and completely developed by Aaker. This interesting book should be read by employees of corporations with strong brands, by those in advertising and especially by students of marketing. Illustrations. (Dec.)
Bernstein
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