{"product_id":"brand-leadership-building-assets-in-an-information-economy-9781439172919","title":"Brand Leadership: Building Assets in an Information Economy","description":"A dozen management fads have come and gone in the past decade, but brand equity, first explored by David Aaker in the late 1980s, has exploded in importance. Recognized by \u003ci\u003eBrandweek\u003c\/i\u003e as \"the dean of the brand-equity movement,\" Aaker now prepares managers for the next level of the brand revolution -- brand leadership. \u003cp\u003e\u003c\/p\u003eFor the first time, Aaker and coauthor Erich Joachimsthaler describe how the emerging paradigm of strategic brand leadership is replacing the classic, tactically oriented brand management system pioneered by Procter \u0026amp; Gamble. This fundamental shift involves nothing less than a revolution in organizational structure, systems, and culture -- as the authors demonstrate with hundreds of case studies from companies such as Polo Ralph Lauren, Virgin Airlines, Adidas, GE, Marriott, IBM, McDonald's, Maggi, and Swatch. This immensely readable book provides the brand management team with the capability to: \u003cp\u003e\u003c\/p\u003e\u003cul\u003e\n\u003cbr\u003e \u003cli\u003eCreate and elaborate brand identities (what should the brand stand for) \u003cp\u003e\u003c\/p\u003e \u003c\/li\u003e\n\u003cli\u003eUse the brand relationship spectrum, a powerful tool to harness subbrands and endorsed brands to form brand architectures that create clarity, synergy and leveraged assets \u003cp\u003e\u003c\/p\u003e \u003c\/li\u003e\n\u003cli\u003eIdentify the customer \"sweet spot\" and the driving idea that will move brand-building efforts beyond advertising to break out of the clutter \u003cp\u003e\u003c\/p\u003e \u003c\/li\u003e\n\u003cli\u003eUse the Internet and sponsorship to make brands resources work more effectively \u003cp\u003e\u003c\/p\u003e \u003c\/li\u003e\n\u003cli\u003eAddress the four imperatives of global brand management\u003cbr\u003e\n\u003c\/li\u003e\n\u003c\/ul\u003e \u003cp\u003e\u003c\/p\u003eLike David Aaker's two previous bestselling books, \u003ci\u003eBrand Leadership\u003c\/i\u003e will be essential reading for line executives and brand managers in market-driven firms worldwide.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e David A. Aaker,Erich Joachimsthaler\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Free Press\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 04\/27\/2009\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 368\u003cbr\u003e\u003cb\u003eBinding Type:\u003c\/b\u003e Paperback\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 0.98lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 9.00h x 6.00w x 0.92d\u003cbr\u003e\u003cb\u003eISBN:\u003c\/b\u003e 9781439172919\u003cbr\u003e\u003cp\u003e\u003cb\u003eAbout the Author\u003c\/b\u003e\u003cbr\u003e\u003cb\u003e\u003ci\u003eAaker, David A.:\u003c\/i\u003e\u003c\/b\u003e - David A. Aaker is the Vice-Chairman of Prophet, Professor Emeritus of Marketing Strategy at the Haas School of Business, University of California at Berkeley, Advisor to Dentsu, Inc., and a recognized authority on brands and brand management. The winner of the Paul D. Converse Award for outstanding contributions to the development of the science of marketing and the Vijay Mahajan Award for Career Contributions to Marketing Strategy, he has published more than ninety articles and eleven books, including \u003ci\u003eStrategic Market Management\u003c\/i\u003e, \u003ci\u003eManaging Brand Equity\u003c\/i\u003e, \u003ci\u003e Building Strong Brands\u003c\/i\u003e, and \u003ci\u003eBrand Leadership\u003c\/i\u003e (coauthored with Eric Joachimsthaler).\u003cb\u003e\u003ci\u003eAaker, David A.:\u003c\/i\u003e\u003c\/b\u003e - \u003cb\u003eDavid A. Aaker\u003c\/b\u003e is the Vice-Chairman of Prophet, Professor Emeritus of Marketing Strategy at the Haas School of Business, University of California at Berkeley, Advisor to Dentsu, Inc., and a recognized authority on brands and brand management. The winner of the Paul D. Converse Award for outstanding contributions to the development of the science of marketing and the Vijay Mahajan Award for Career Contributions to Marketing Strategy, he has published more than ninety articles and eleven books, including \u003ci\u003eStrategic Market Management, Managing Brand Equity, Building Strong Brands, \u003c\/i\u003e and \u003ci\u003eBrand Leadership\u003c\/i\u003e (co-authored with Eric Joachimsthaler).\u003c\/p\u003e","brand":"Free Press","offers":[{"title":"Paperback","offer_id":44707452813427,"sku":"9781439172919","price":28.92,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0555\/9255\/0515\/files\/img_b9541d0b-0449-4cb8-adf7-ffcd92f9da25.jpg?v=1775840110","url":"https:\/\/bookstorenmore.com\/products\/brand-leadership-building-assets-in-an-information-economy-9781439172919","provider":"Bookstore N More","version":"1.0","type":"link"}