Building Strong Brands
Published on 12. December 1995
Book
Hardback
390 pages
978-0-02-900151-6 (ISBN)
Description
Using real brand-building cases, this book describes how, in creating a brand's identity, a manager must look beyond a product's physical attributes to consider its emotional benefits, and infuse the perspective of "the brand-as-a-country-or-region".
More details
Language
English
Place of publication
New York
United States
Publishing group
John Wiley & Sons Inc
Target group
Professional and scholarly
Product notice
sewn/stitched
Cloth over boards
Illustrations
10 halftones, 20 line drawings
Dimensions
Height: 246 mm
Width: 167 mm
Thickness: 37 mm
Weight
599 gr
ISBN-13
978-0-02-900151-6 (9780029001516)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
Additional editions
David A. Aaker
Building Strong Brands
E-Book
11/2011
1st Edition
Free Press
€16.80
Available for download
Person
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 Strategic Market Management, Managing Brand Equity, Building Strong Brands, and Brand Leadership (coauthored with Eric Joachimsthaler).
Content
CONTENTS
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 Execution
Tracking
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 Up
Brand 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 Ten
Loyalty 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