Building strong brands / David A. Aaker.
By: Aaker, David A.
Material type: BookPublisher: New York : Free Press, 1996Description: ix, 380 p. : ill.; 25 cm. + hbk.ISBN: 002900151X.Subject(s): Brand name products | Intangible property | ManagementDDC 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 | 00092401 |
Enhanced descriptions from Syndetics:
In this compelling work, Aaker uses real brand-building cases from Saturn, General Electric, Kodak, Healthy Choice, McDonald's, and others to demonstrate how strong brands have been created and managed.
As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's pathbreaking book, Managing Brand Equity, managers discovered the value of a brand as a strategic asset and a company's primary source of competitive advantage. Now, in this compelling new work, Aaker uses real brand-building cases from Saturn, General Electric, Kodak, Healthy Choice, McDonald's, 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-organization, and brand-as-symbol perspectives. The twin concepts of brand identity (the brand image that brand strategists aspire to create or maintain) and brand position (that part of the brand identity that is to be actively communicated) play a key role in managing the "out-of-the-box" brand.
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.
Aaker also addresses practical management issues, introducing a set of brand equity measures, termed the brand equity ten, to help those who measure and track brand equity across products and markets. He presents and analyzes brand-nurturing organizational forms that are responsive to the challenges of coordinated brands across markets, products, roles, and contexts. Potentially destructive organizational pressures to change a brand's identity and position are also discussed.
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.
Includes bibliographical references (pages 359-366) and index.
What is a strong brand? -- The Saturn story -- The brand identity system -- Organizational associations -- Brand personality -- Identity implementation -- Brand strategies over time -- Managing brand systems -- Leveraging the brand -- Measuring brand equity across products & markets -- Organizing for brand building.
Table of contents provided by Syndetics
- Preface
- 1 What is a Strong Brand?
- The Kodak Story
- What Is Brand Equity?
- Brand Awareness
- Perceived Quality
- Brand Loyalty
- Brand Associations
- Objectives of the Book
- Building Strong Brands Why Is It Hard?
- 2 The Saturn Story
- Saturn -- A Strong Brand?
- How Saturn Built a Brand
- Challenges Facing Saturn and General Motors
- 3 The Brand Identity System
- What Is Brand Identity?
- Brand Identity Traps
- Four Brand Identity Perspectives
- The Identity Structure
- Providing a Value Proposition
- Providing Credibility
- The Bottom Line: A Brand-Customer Relationship
- Working with Multiple Brand Identities
- 4 Organizational Associations
- The Body Shop Story
- The Story of Branding in Japan
- The Brand as Organization
- Organizational Associations
- How Organizational Associations Work
- 5 Brand Personality
- The Harley-Davidson Story
- Measuring Brand Personality
- How a Brand Personality is Created
- Why Use Brand Personality?
- The Self-Expression Model
- The Relationship Basis Model
- The Functional Benefit Representation Model
- Brand Personality versus User Imagery
- Brand Personality as a Sustainable Advantage
- 6 Identity Implementation
- The Brand Position
- Achieving Brilliance in ExecutionTracking
- A Strategic Brand Analysis
- The Power of Brand Identity and Position
- 7 Brand Strategies Over Time
- The General Electric Story
- The Smirnoff Story
- Why Change Identities, Positions or Executions?
- Why Consistency (If Done Well) is Better
- Consistency Over Time: Why Is It Hard?
- The Search for the Fountain of Youth
- 8 Managing Brand Systems
- Toward a System of Brands
- Driver Roles
- The Endorser Role
- Strategic Brands
- Subbrand Roles
- Branding Benefits
- Silver Bullets
- How Many Brands?
- 9 Leveraging the Brand
- The Healthy Choice Story
- The Kingsford Charcoal Story
- Line Extensions
- Moving the Brand Down
- Moving a Brand UpBrand Extension Decisions
- Creating Range Brands
- Co-Branding
- The Brand Systems Audit
- 10 Measuring Brand Equity Across Products & Markets
- Young & Rubicam's Brand-Asset Valuator
- Total Research's EquiTrend
- Interbrand's Top Brands
- Why Measure Brand Equity Across Products and Markets?
- The Brand Equity TenLoyalty Measures
- Perceived Quality and Leadership Measures
- Associations/Differentiation Measures
- Awareness Measures
- Market Behavior Measures
- Toward a Single Value of Brand Equity
- Adapting the Measures to a Brand's Context
- 11 Organizing for Brand Building
- Brand-Building Imperatives
- Adapting the Organization for Brand Building
- The Role of the Agency
- A Parting Word
- Notes
- Index
- About the Author