Building Strong Brands

As Industries Turn Increasingly Hostile, It Is Clear That Strong Brand-Building Skills Are Needed To Survive And Prosper. In David Aakers Pathbreaking Book, Managing Brand Equity, Managers Discovered The Value Of A Brand As A Strategic Asset And A Companys Primary Source Of Competitive Advantage. Now, In This Compelling New Work, Aaker Uses Real Brand-Building Cases From Saturn, General Electric, Kodak, Healthy Choice, Mcdonalds, 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.