The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David Aaker, a national authority on branding. Yet, research shows that managers cannot identify with ...

Branding guru Aaker shows how to eliminate the competition and become the lead brand in your marketThis ground-breaking book defines the concept of brand relevance using dozens of case studies-Prius, Whole Foods, Westin, iPad and more-and explains how brand relevance drives market dynamics, which generates opportunities for your brand and threats for the competition. Aaker reveals how these companies have made other brands in their categories irrelevant. Key points: When managing a...

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...

In this long-awaited book from the world's premier brand expert and author of the seminal work Building Strong Brands, David Aaker shows managers how to construct a brand portfolio strategy that will support a company's business strategy and create relevance, differentiation, energy, leverage, and clarity. Building on case studies of world-class brands such as Dell, Disney, Microsoft, Sony, Dove, Intel, CitiGroup, and PowerBar, Aaker demonstrates how powerful, cohesive brand strat...

In questa sua ultima fatica, il guru del branding David Aaker miscela teoria e pratica per dare ai marketing manager un’alternativa al predominio degli indicatori finanziari di breve termine. Le idee migliori, i concetti più importanti e vincenti – consolidati da anni di studio e di esperienze sul campo – per chi voglia rinfrescare le proprie conoscenze, e per chi desideri aggiornarsi in tempi brevi.

"Threats to brand relevance are always lurking around the corner. Your brand is virtually never immune from the risk of fading instead of being energized or being damaged instead of strengthened."—David AakerFrom branding guru David Aaker comes Three Threats to Brand Relevance, a provocative new offering in the Jossey-Bass Short Format series. In Three Threats Aaker reveals that the key to an organization's sustained growth is to learn what it tak...

Powerful product, country, and functional silos are jeopardizing companies' marketing efforts. Because of silos, firms misallocate resources, send inconsistent messages to the marketplace, and fail to leverage scale economies and successes--all of which can threaten a company's survival.As David Aaker shows in Spanning Silos, the unfettered decentralization that produces silos is no longer feasible in today's marketplace. It's up to chief marketing officers to break down s...

Substantial market trends and transformational innovations are creating markets and making others irrelevant. The result is a major threat for nearly every business and a significant opportunity for a few. This book will be the first marketing strategy book to develop and leverage the concept of brand relevance. To remain relevant, a firm can create a new category or subcategory-- such as iPod, Cirque du Soleil, and eBay did-- where competitors are eliminated. Or a firm can redefine an exi...

The tenth annual Advertising and Consumer Psychology Conference held in San Francisco focused on branding -- a subject generating intense interest both in academia and in the "real world." The principle theory behind these conferences is that much can be gained by joining advertising and marketing professionals with academic researchers in advertising. Professionals can gain insight into the new theories, measurement tools and empirical findings that are emerging, while academics are stimu...

Recognized by Brandweek as "the dean of the brand-equity movement," David Aaker now prepares managers for the next level of the brand revolution—brand leadership.For 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 & Gamble. This fundamental shift involves nothing less than a revolution in organi...

Some companies and products seem to thrive year after year.What’s their secret? A powerful brand.David Aaker, Vice Chairman of Prophet and Professor Emeritus at UC Berkeley, has won five major career awards in marketing and has written six groundbreaking books that have shaped how businesses build and grow their brands.Now, in this fully revised second edition, Aaker brings his most impactful insights together into one masterclass.Inside, yo...

El libro definitivos sobre las marcas • El autor es reconocido como el padre del branding moderno • Traducción y adaptado al castellano por un conocido autor. Este libro presenta en forma sintetizada los veinte principios esenciales del branding que permitirán la creación de marcas fuertes. Extraídos de toda una vida profesional de uno de los principales maestros del marketing tiene todo lo que un estratega de las marcas y del marketing debe saber. Se trata de una guía siempre actual que p...