Building Strong Brands - David Aaker [Qwerty80] torrent

This is a very Hard to Find book, but a must have. So when i Found this LO-Quality Scan, i still uploaded it, for the ones who may need it.



Release Date: December 12, 1995 | PDF




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.