000			02723nam a2200205 4500
005			20240722112028.0
008			240722b |||||||| |||| 00| 0 eng d
020			_a9780029001011
082			_a658.827 _bAAK
100			_aAaker, David A.
245			_aManaging brand equity: _bcapitalizing on the value o of a brand name
260			_aNew York _bThe Free Press _c1991
300			_axiii, 299 p.
365			_aUSD _b25.00
520			_aIn a fascinating and insightful examination of the phenomenon of brand equity, Aaker provides a clear and well-defined structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets, which will clarify for managers exactly how brand equity does contribute value. The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David Aaker, a national authority on branding. Yet, research shows that managers cannot identify with confidence their brand associations, levels of consumer awareness, or degree of customer loyalty. Moreover in the last decade, managers desperate for short-term financial results have often unwittingly damaged their brands through price promotions and unwise brand extensions, causing irreversible deterioration of the value of the brand name. Although several companies, such as Canada Dry and Colgate-Palmolive, have recently created an equity management position to be guardian of the value of brand names, far too few managers, Aaker concludes, really understand the concept of brand equity and how it must be implemented. The author opens each chapter with a historical analysis of either the success or failure of a particular company's attempt at building brand equity: the fascinating Ivory soap story; the transformation of Datsun to Nissan; the decline of Schlitz beer; the making of the Ford Taurus; and others. Finally, citing examples from many other companies, Aaker shows how to avoid the temptation to place short-term performance before the health of the brand and, instead, to manage brands strategically by creating, developing, and exploiting each of the five assets in turn (https://www.simonandschuster.co.in/books/Managing-Brand-Equity/David-A-Aaker/9780029001011)
650			_aBrand name products--Management _9333
650			_aBrand name products--Valuation--Management _94274
650			_aIntangible property _98224
942			_2ddc _cBK
999			_c7079 _d7079