000			01900nam a22001937a 4500
999			_c1475 _d1475
005			20211101142625.0
008			211101b ||||| |||| 00| 0 eng d
020			_a9781849830409
082			_a658.827 _bAAK
100			_aAaker, David A. _9338
245			_aBuilding strong brands
260			_bSimon & Schuster _aLondon _c2010
300			_aix, 380 p.
365			_aINR _b550.00
520			_aAs industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's pathbreaking 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. Aaker shows how to manage the "brand system" to achieve clarity and synergy, to adapt to a changing environment, and to leverage brand assets into new markets and products. As executives in a wide range of industries seek to prevent their products and services from becoming commodities, they are recommitting themselves to brands as a foundation of business strategy. This new work will be essential reading for the battle-ready.
650			_aBrand name products--Management _9333
650			_aBrand name products--Valuation--Management _94274
942			_2ddc _cBK