Cart
Free Shipping in Australia
Proud to be B-Corp

Managing Brand Equity David A. Aaker

Managing Brand Equity By David A. Aaker

Managing Brand Equity by David A. Aaker


$22.49
Condition - Very Good
<20 in stock

Summary

An examination of the phenomenon of brand equity, providing a structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets: company name; brands, symbols and slogans; perceived quality; name awareness; and customer base.

Managing Brand Equity Summary

Managing Brand Equity by David A. Aaker

The most important assets of any business are intangible: its company name, brands, symbols and slogans and their underlying association, perceived quality, name awareness, and customer base. 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, level 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. In an examination of the phenomenon of brand equity, Aaker provides a 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 author opens each chapter with an 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, with dozens of additional real company examples, 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.

Managing Brand Equity Reviews

David E. R. Dangoor,

Senior Vice-President, Marketing, Philip Morris

Properly managed, no equity can yield a better return over time than a trademark -- David Aaker's book is an excellent tool to assist both students and the experienced to understand more about the complexities, sensitivities, and opportunities in the area.


John O'Toole

President, American Association of Advertising Agencies

Aaker presents the critical importance of brands, and intelligent counsel on how to create, nurture, and evaluate them. This could be the book that finally directs the attention of American business away from quarterly earnings statements and onto permanent growth.


Nicholas Staveley

Editor, ADMAP

Great brands have become multinational properties, with a worth in the same order of magnitude as the corporations who own them. Aaker has created a comprehensive taxonomy of branding: its roots, benefits, and variety, and the complex skills and techniques it demands.


Peter S. Sealey

Senior Vice-President and Director, Global Marketing, The Coca-Cola Company

Highly readable and packed with useful information...Aaker captures the very essence of brand equity in this first class work. Every marketing professional in America should read this book and take its message to heart.


Tom Peters

The Tom Peters Group

A must for all managers' bookshelves. In an increasingly crowded marketplace, fools will compete on price. Winners will find a way to create lasting value in the customer's mind. This book is for those who would be winners -- it mixes snappy case studies with sound academic research.


Vijay Mahajan

The University of Texas at Austin

A fascinating, practical, and insightful book that brilliantly examines the "assets" that define brand equity to create, develop, market, and manage brands strategically in the l990s.


William Wells

Executive Vice-President, DDB Needham Worldwide

Brand equity is among the hottest topics in advertising and marketing today. This book is the most comprehensive and most insightful source available.

About David A. Aaker

David A. Aaker is the Vice-Chairman of Prophet, Professor Emeritus of Marketing Strategy at the Haas School of Business, University of California at Berkeley, Advisor to Dentsu, Inc., and a recognized authority on brands and brand management. The winner of the Paul D. Converse Award for outstanding contributions to the development of the science of marketing and the Vijay Mahajan Award for Career Contributions to Marketing Strategy, he has published more than ninety articles and eleven books, including Strategic Market Management, Managing Brand Equity, Building Strong Brands, and Brand Leadership (coauthored with Eric Joachimsthaler).

Table of Contents


Contents

Preface and Acknowledgments

1. What Is Brand Equity?

The Ivory Story

The Role of Brands

Brand-Building Neglect

The Role of Assets and Skills

What Is Brand Equity?

What Is the Value of a Brand?

Brand Value Based upon Future Earnings

Issues in Managing Brand Equity

The Plan of the Book

2. Brand Loyalty

The MicroPro Story

Brand Loyalty

Measuring Brand Loyalty

The Strategic Value of Brand Loyalty

Maintaining and Enhancing Loyalty

Selling Old Customers Instead of New Ones

3. Brand Awareness

The Datsun-Becomes-Nissan Story

The GE-Becomes-Black & Decker Story

What Is Brand Awareness?

How Awareness Works to Help the Brand

The Power of Old Brand Names

How to Achieve Awareness

4. Perceived Quality

The Schlitz Story

What Is Perceived Quality?

How Perceived Quality Generates Value

What Influences Perceived Quality?

5. Brand Associations: The Positioning Decision

The Weight Watchers Story

Associations, Image, and Positioning

How Brand Associations Create Value

Types of Associations

6. The Measurement of Brand Associations

The Ford Taurus Story

What Does This Brand Mean to You?

Scaling Brand Perceptions

7. Selecting, Creating, and Maintaining Associations

The Dove Story

The Honeywell Story

Which Associations

Creating Associations

Maintaining Associations

Managing Disasters

8. The Name, Symbol, and Slogan

The Volkswagen Story

Names

Symbols

Slogans

9. Brand Extensions: The Good, the Bad, and the Ugly

The Levi Tailored Classics Story

The Good: What the Brand Name Brings to the Extension

More Good: Extensions Can Enhance the Core Brand

The Bad: The Name Fails to Help the Extension

The Ugly: The Brand Name Is Damaged

More Ugly: A New Brand Name Is Foregone

How to Go About It

Strategy Considerations

10. Revitalizing the Brand

The Yamaha Story

Increasing Usage

Finding New Uses

Entering New Markets

Repositioning the Brand

Augmenting the Product/Service

Obsoleting Existing Products with New-Generation Technologies

Alternatives to Revitalization: The End Game

11. Global Branding and a Recap

The Kal Kan Story

The Parker Pen Story

A Global Brand?

Targeting a Country

Analyzing the Context

A Recap

Notes

Index

Additional information

GOR001201081
9780029001011
0029001013
Managing Brand Equity by David A. Aaker
Used - Very Good
Hardback
John Wiley & Sons Inc
1991-09-09
299
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us

Customer Reviews - Managing Brand Equity