Building Strong Brands 英文原版

Building Strong Brands 英文原版

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作者: David A. Aaker （戴维·A·艾克）著

出版社: Simon & Schuster US

出版时间: 2010-04

ISBN: 9781849830409

定价: 124.30

装帧: 平装

开本: 其他

纸张: 其他

页数: 400页

正文语种: 英语

分类: 外文古旧书>英文书>经济

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Asindustriesturnincreasinglyhostile,itisclearthatstrongbrand-buildingskillsareneededtosurviveandprosper.InDavidAaker'spathbreakingbook,MANAGINGBRANDEQUITY,managersdiscoveredthevalueofabrandasastrategicassetandacompany'sprimarysourceofcompetitiveadvantage.Now,inthiscompellingnewwork,Aakerusesrealbrand-buildingcasesfromSaturn,GeneralElectric,Kodak,HealthyChoice,McDonald's,andotherstodemonstratehowstrongbrandshavebeencreatedandmanaged.Acommonpitfallofbrandstrategistsistofocusonbrandattributes.Aakershowshowtobreakoutoftheboxbyconsideringemotionalandself-expressivebenefitsandbyintroducingthebrand-as-person,brand-as-organisation,andbrand-as-symbolperspectives.Asecondpitfallistoignorethefactthatindividualbrandsarepartofalargersystemconsistingofmanyintertwinedandoverlappingbrandsandsubbrands.Aakershowshowtomanagethebrandsystemtoachieveclarityandsynergy,toadapttoachangingenvironment,andtoleveragebrandassetsintonewmarketsandproducts.Asexecutivesinawiderangeofindustriesseektopreventtheirproductsandservicesfrombecomingcommodities,theyarerecommittingthemselvestobrandsasafoundationofbusinessstrategy.Thisnewworkwillbeessentialreadingforthebattle-ready. DavidA.AakeristheE.T.GretherProfessorofMarketingStrategyattheHaasSchoolofBusinessattheUniversityofCalifornia,Berkeley.Heisconsultanttodozensofcompanies,includingAT&T,CocaCola,MasterCard,andGeneralMotors.Heisthecofounder,withErichJoachimsthalerofthefirmAaker-JoachimsthalerProphetBrandStrategy.HispreviousbooksincludeBuildingStrongBrandsandManagingBrandEquity,bothpublishedbyTheFreePress.
内容简介:
Asindustriesturnincreasinglyhostile,itisclearthatstrongbrand-buildingskillsareneededtosurviveandprosper.InDavidAaker'spathbreakingbook,MANAGINGBRANDEQUITY,managersdiscoveredthevalueofabrandasastrategicassetandacompany'sprimarysourceofcompetitiveadvantage.Now,inthiscompellingnewwork,Aakerusesrealbrand-buildingcasesfromSaturn,GeneralElectric,Kodak,HealthyChoice,McDonald's,andotherstodemonstratehowstrongbrandshavebeencreatedandmanaged.Acommonpitfallofbrandstrategistsistofocusonbrandattributes.Aakershowshowtobreakoutoftheboxbyconsideringemotionalandself-expressivebenefitsandbyintroducingthebrand-as-person,brand-as-organisation,andbrand-as-symbolperspectives.Asecondpitfallistoignorethefactthatindividualbrandsarepartofalargersystemconsistingofmanyintertwinedandoverlappingbrandsandsubbrands.Aakershowshowtomanagethebrandsystemtoachieveclarityandsynergy,toadapttoachangingenvironment,andtoleveragebrandassetsintonewmarketsandproducts.Asexecutivesinawiderangeofindustriesseektopreventtheirproductsandservicesfrombecomingcommodities,theyarerecommittingthemselvestobrandsasafoundationofbusinessstrategy.Thisnewworkwillbeessentialreadingforthebattle-ready.
作者简介:
DavidA.AakeristheE.T.GretherProfessorofMarketingStrategyattheHaasSchoolofBusinessattheUniversityofCalifornia,Berkeley.Heisconsultanttodozensofcompanies,includingAT&T,CocaCola,MasterCard,andGeneralMotors.Heisthecofounder,withErichJoachimsthalerofthefirmAaker-JoachimsthalerProphetBrandStrategy.HispreviousbooksincludeBuildingStrongBrandsandManagingBrandEquity,bothpublishedbyTheFreePress.

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