David A Aaker – Building Strong Brands (epub)
General:
Name: David A Aaker – Building Strong Brands (epub)
Format: epub
Size: 4.17 MB
Book:
Title: Building Strong Brands
Author: David A. Aaker
Language: angielski
Year: 2012
Subjects: Business, Nonfiction
Publisher: Free Press
ISBN: 9781849830409
Total pages: 328 str.
Description:
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…
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