Managing brand equity : capitalizing on the value of a brand name / David A. Aaker.
By: Aaker, David A.
Material type: BookPublisher: New York : Toronto : New York : Free Press ; Maxwell Macmillan Canada ; Maxwell Macmillan International, c1991Description: xiii, 299 p. : ill. ; 25 cm.ISBN: 0029001013.Subject(s): Brand name products | Intangible propertyDDC classification: 658.827Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
---|---|---|---|---|---|---|---|
General Lending | MTU Bishopstown Library Lending | 658.827 (Browse shelf(Opens below)) | 1 | Available | 00092402 |
Enhanced descriptions from Syndetics:
In 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
Includes bibliographical references (pages 277-287) and index.
What is brand equity? -- Brand loyalty -- Brand awareness -- Perceived quality -- Brand associations: The positioning decision -- The measurement of brand associations -- Selecting, creating and maintaining associations -- The name, symbol and slogan -- Brand extensions: The good, the bad and the ugly -- Revitalizing the brand -- Global branding and a recap.
Table of contents provided by Syndetics
- Preface and Acknowledgments (p. ix)
- 1. What Is Brand Equity? (p. 1)
- 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 (p. 34)
- The Micro Pro 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 (p. 56)
- The Datsun-Becomes-Nissan Story
- The GE-Becomes-Black and 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 (p. 78)
- The Schlitz Story
- What Is Perceived Quality?
- How Perceived Quality Generates Value
- What Influences Perceived Quality?
- 5. Brand Associations: The Positioning Decision (p. 104)
- The Weight Watchers Story
- Associations, Image, and Positioning
- How Brand Associations Create Value
- Types of Associations
- 6. The Measurement of Brand Associations (p. 130)
- The Ford Taurus Story
- What Does This Brand Mean to You?
- Scaling Brand Perceptions
- 7. Selecting, Creating, and Maintaining Associations (p. 153)
- The Dove Story
- The Honeywell Story
- Which Associations
- Creating Associations
- Maintaining Associations
- Managing Disasters
- 8. The Name, Symbol, and Slogan (p. 181)
- The Volkswagen Story
- Names
- Symbols
- Slogans
- 9. Brand Extensions: The Good, the Bad, and the Ugly (p. 206)
- 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 (p. 238)
- 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 (p. 263)
- The Kal Kan Story
- The Parker Pen Story
- A Global Brand?
- Targeting a Country
- Analyzing the Context
- A Recap
- Notes (p. 277)
- Index (p. 289)