Brand leadership (Record no. 6993)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02260nam a22002057a 4500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20240704111822.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 240704b |||||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9780684839240 |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 658.827 |
| Item number | AAK |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Aaker, David A. |
| 245 ## - TITLE STATEMENT | |
| Title | Brand leadership |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Place of publication, distribution, etc. | New York |
| Name of publisher, distributor, etc. | The Free Press |
| Date of publication, distribution, etc. | 2000 |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | xii, 351 p. |
| 365 ## - TRADE PRICE | |
| Price type code | USD |
| Price amount | 30.00 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | 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 by Brandweek as "the dean of the brand-equity movement," Aaker now prepares managers for the next level of the brand revolution -- brand leadership.<br/><br/>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:<br/><br/><br/>Create and elaborate brand identities (what should the brand stand for)<br/><br/>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<br/><br/>Identify the customer "sweet spot" and the driving idea that will move brand-building efforts beyond advertising to break out of the clutter<br/><br/>Use the Internet and sponsorship to make brands resources work more effectively<br/><br/>Address the four imperatives of global brand management<br/><br/><br/>Like David Aaker's two previous bestselling books, Brand Leadership will be essential reading for line executives and brand managers in market-driven firms worldwide.<br/><br/>(https://www.simonandschuster.com/books/Brand-Leadership/David-A-Aaker/9781439172919) |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name as entry element | Branding (Marketing) |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name as entry element | Brand name products--Management |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Joachimsthaler, Erich |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Book |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Collection code | Home library | Current library | Shelving location | Date acquired | Source of acquisition | Total Checkouts | Full call number | Accession Number | Date last seen | Copy number | Cost, replacement price | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Dewey Decimal Classification | Marketing | Indian Institute of Management LRC | Indian Institute of Management LRC | General Stacks | 07/04/2024 | Gratis Book | 658.827 AAK | G00234 | 07/04/2024 | 1 | 2506.55 | 07/04/2024 | Book |