In a fascinating and insightful examination of the phenomenon of brand equity, Aaker provides a clear and well-defined structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets, which will clarify for managers exactly how brand equity does contribute value. 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 ...
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In a fascinating and insightful examination of the phenomenon of brand equity, Aaker provides a clear and well-defined structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets, which will clarify for managers exactly how brand equity does contribute value. 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 confidence their brand associations, levels of consumer awareness, or degree of customer loyalty. Moreover in the last decade, managers desperate for short-term financial results have often unwittingly damaged their brands through price promotions and unwise brand extensions, causing irreversible deterioration of the value of the brand name. Although several companies, such as Canada Dry and Colgate-Palmolive, have recently created an equity management position to be guardian of the value of brand names, far too few managers, Aaker concludes, really understand the concept of brand equity and how it must be implemented. The author opens each chapter with a historical analysis of either the success or failure of a particular company's attempt at building brand equity: the fascinating Ivory soap story; the transformation of Datsun to Nissan; the decline of Schlitz beer; the making of the Ford Taurus; and others. Finally, citing examples from many other companies, Aaker shows how to avoid the temptation to place short-term performance before the health of the brand and, instead, to manage brands strategically by creating, developing, and exploiting each of the five assets in turn
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Add this copy of Managing Brand Equity: Capitalizing on the Value of a to cart. $5.40, very good condition, Sold by Greener Books rated 4.0 out of 5 stars, ships from London, UNITED KINGDOM, published 1991 by Jossey Bass.
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Add this copy of Managing Brand Equity: Capitalizing on the Value O of a to cart. $6.67, very good condition, Sold by Orbiting Books rated 5.0 out of 5 stars, ships from Hereford, HEREFORDSHIRE, UNITED KINGDOM, published 1991 by Jossey Bass.
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Very good. Appears unread, may have minor damage from transit/storage. Next working day dispatch from the UK (Mon-Fri). Please contact us with any queries.
Add this copy of Managing Brand Equity to cart. $8.30, good condition, Sold by ZBK Books rated 5.0 out of 5 stars, ships from Woodland Park, NJ, UNITED STATES, published 1991 by Free Press.
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Used book in good and clean conditions. Pages and cover are intact. Limited notes marks and highlighting may be present. May show signs of normal shelf wear and bends on edges. Item may be missing CDs or access codes. May include library marks. Fast Shipping.
Add this copy of Managing Brand Equity to cart. $8.30, fair condition, Sold by ZBK Books rated 5.0 out of 5 stars, ships from Woodland Park, NJ, UNITED STATES, published 1991 by Free Press.
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Fair. Used book-May contain writing notes highlighting bends or folds. Text is readable book is clean and pages and cover mostly intact. May show normal wear and tear. Item may be missing CD. May include library marks. Fast Shipping.
Add this copy of Managing Brand Equity to cart. $8.95, good condition, Sold by Aspen Book Company rated 5.0 out of 5 stars, ships from Denver, CO, UNITED STATES, published 1991 by Free Press.
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Good. A well-loved companion. Corners and cover might show a little wear and you could find some notes or highlights. The dust jacket might be MIA it might have been a library book and extras aren't guaranteed-but the story's all there!
Add this copy of Managing Brand Equity: Capitalizing on the Value of a to cart. $9.29, very good condition, Sold by ThriftBooks-Reno rated 5.0 out of 5 stars, ships from Reno, NV, UNITED STATES, published 1991 by Free Press.
Add this copy of Managing Brand Equity: Capitalizing on the Value of a to cart. $9.29, very good condition, Sold by ThriftBooks-Dallas rated 5.0 out of 5 stars, ships from Dallas, TX, UNITED STATES, published 1991 by Free Press.
Add this copy of Managing Brand Equity: Capitalizing on the Value of a to cart. $9.29, very good condition, Sold by ThriftBooks-Baltimore rated 5.0 out of 5 stars, ships from Halethorpe, MD, UNITED STATES, published 1991 by Free Press.
Add this copy of Managing Brand Equity to cart. $9.29, good condition, Sold by Goodwill of Colorado rated 5.0 out of 5 stars, ships from COLORADO SPRINGS, CO, UNITED STATES, published 1991 by Free Press.
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This item is in overall good condition. Covers and dust jackets are intact but may have minor wear including slight curls or bends to corners as well as cosmetic blemishes including stickers. Pages are intact but may have minor highlighting/ writing. Binding is intact; however, spine may have slight wear overall. Digital codes may not be included and have not been tested to be redeemable and/or active. Minor shelf wear overall. Please note that all items are donated goods and are in used condition. Orders shipped Monday through Friday! Your purchase helps put people to work and learn life skills to reach their full potential. Orders shipped Monday through Friday. Your purchase helps put people to work and learn life skills to reach their full potential. Thank you!
Add this copy of Managing Brand Equity to cart. $9.42, good condition, Sold by Goodwill BookWorks rated 4.0 out of 5 stars, ships from Austin, TX, UNITED STATES, published 1991 by Free Press.
