Aaker, David
Building Strong Brands
- ISBN 13:
- 9781849830409
- author:
- Aaker, David
- format:
- Paperback
- publisher:
- Simon & Schuster UK
- language:
- English
- Publication Year:
- 2010
- Pages:
- 400
- Dimensions:
- 19.6 x 13 x 2.8 cm
- Genre:
- Business & Economics / Marketing / General
- Condition:
- New
- Availability:
- Item usually sent within 10 working days
Description
Building Strong Brands by David A. Aaker is a comprehensive guide to creating and managing successful brands in today's competitive business landscape. Drawing on real-world case studies from leading companies, including Saturn, General Electric, Kodak, Healthy Choice, McDonald's, and others, Aaker reveals the key strategies for building strong brands that can help businesses thrive in an increasingly hostile environment. A common mistake made by brand strategists is to focus solely on a brand's attributes, rather than considering its emotional and self-expressive benefits. Aaker shows how to break out of this box by adopting a more holistic approach, taking into account the brand as a person, organisation, and symbol. He also highlights the importance of managing the "brand system" - the interconnected web of brands and subbrands that make up an organisation's overall brand portfolio. By applying these strategies, businesses can create strong brands that are adaptable, resilient, and able to leverage their assets into new markets and products. This book is a valuable resource for executives seeking to build a competitive advantage in today's fast-paced business world.
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