David Aaker

Aaker on Branding (eBook, ePUB)

20 Principles That Drive Success

• Format: ePub

Produktbeschreibung

" A highly concise and wonderfully cogent and insightful tutorial on the principles of brand stewardship and leadership." -Joseph V. Tripodi, former Chief Marketing Officer, Subway and Coca-Cola Aaker on Branding presents in a compact form the twenty essential principles of branding that will lead to the creation of strong brands. Culled from the six David Aaker brand books and related publications, these principles provide the broad understanding of brands, brand strategy, brand portfolios, and brand building that all business, marketing, and brand strategists should know. Aaker on Branding is a source for how you create and maintain strong brands and synergetic brand portfolios. It provides a checklist of strategies, perspectives, tools, and concepts that represents not only what you should know but also what action options should be on the table. When followed, these principles will lead to strong, enduring brands that both support business strategies going forward and create coherent and effective brand families. "Nobody knows brand strategy better than David Aaker. Aaker has taken all of the essential principles of branding and collapsed them into one epic brand book. Whether you're a seasoned brand marketer or just getting started, this book will provide you with a practical path to creating, nurturing and leveraging strong brands." -Ann Lewnes, CMO Adobe Technology "I am a devoted user of David Aaker's work over many years, I, like many of you, have benefitted from his insights in chunks. Here those chunks are all pulled together, and seasoned with years of his own applied work. It's just outstanding." -Richard Lyons, Dean, Berkeley-Haas School of Business Administration

Produktdetails

• Verlag: Morgan James Publishing
• Seitenzahl: 209
• Erscheinungstermin: 31. Dezember 2020
• Englisch
• ISBN-13: 9781614488330
• Artikelnr.: 40487085

Autorenporträt

David Aaker, recognized authority on branding, has written six books on brands and brand strategy and another twelve on related topics that together have sold well over one million copies. He developed several concepts including the "Aaker" brand vision model, branded energizers, branded differentiators, the brand relationship spectrum, and framing a category. Aaker is the Vice-Chairman of Prophet, a brand and strategy consultancy, and Professor Emeritus of Marketing Strategy at the Haas School of Business, UC Berkeley. The winner of three career awards for contributions to the science of marketing (the Paul D. Converse Award), marketing strategy (the Vijay Mahajan Award), and the theory and practice of marketing (the Buck Weaver Award), he has published over one hundred articles and seventeen books including "Strategic Market Management" 10th edition, "Managing Brand Equity," "Building Strong Brands," "Brand Leadership" (co-authored with Erich Joachimsthaler), "Brand Portfolio Strategy," "From Fargo to the World of Brands," "Spanning Silos," "Brand Relevance," and "Three Threats to Brand Relevance." His books have been translated into eighteen languages and sold well over one million copies. Named as one of the top five most important marketing/business gurus in 2007, David Aaker has won awards for best article in the "California Management Review" and (twice) in the "Journal of Marketing." A recognized authority on brand equity and brand strategy, he has been an active consultant and speaker throughout the world. A regular columnist for AMA's "Marketing News," he writes the Aaker on Brands blog at davidaaker.com and for the HBR.org blog.

Inhaltsangabe

Introduction: Why This Book?                
Part I.  Recognize That Brands Are Assets
1.    Brands Are Assets that Drive Strategy    
2.    Brands Assets Have Real Value     
Part II.  Have a Compelling Brand Vision  
3.    Create a Brand Vision                  
4.    A Brand Personality Connects                
5.    The Organization and Its Higher-Purpose Differentiate     
6.    Get Beyond Functional Benefits                   
7.    Create “Must Haves” Rendering Competitors Irrelevant    
8.    To Own an Innovation, Brand It                  
9.    From Positioning the Brand to Framing the Subcategory    
    
Part III.  Bring the Brand to Life  
10.    Where do Brand-Building Ideas Come From?
11.    Focus on Customer’s Sweet Spots     
12.    Digital—A Critical Brand-Building Tool
13.    Consistency Wins    
14.    Internal Branding: A Key Ingredient    
Part IV.  Maintain Relevance  
15.    Three Threats to Brand Relevance                
16.    Energize Your Brand!                
Part V.  Manage Your Brand Portfolio  
17.    You Need a Brand Portfolio Strategy            
18.    Brand Extensions: The Good, the Bad, and the Ugly    
19.    Vertical Brand Extensions Have Risks and Rewards
20.    Silo Organizations Inhibit Brand Building     
Epilogue: Ten Branding Challenges                
Endnotes
Acknowledgments
Note on Author
Index