Building Strong Brands - David Aaker
As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. Now, in this compelling new work, Aaker uses real brand-building cases from Saturn, General Electric, Kodak, Healthy Choice, McDonald's, and others to de… Celý popis ↓
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Popis Building Strong Brands - David Aaker
<strong>Buildingstrong> Strong Brands - David Aaker
As industries turn increasingly hostile, it is clear that strong brand-<strong>buildingstrong> skills are needed to survive and prosper. Now, in this compelling new work, Aaker uses real brand-<strong>buildingstrong> cases from Saturn, General Electric, Kodak, Healthy Choice, McDonald's, and others to demonstrate how strong brands have been created and managed. 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.
Aaker shows how to break out of the box by considering emotional and self-expressive benefits and by introducing the brand-as-person, brand-as-organisation, and brand-as-symbol perspectives. A common pitfall of brand strategists is to focus on brand attributes. A second pitfall is to ignore the fact that individual brands are part of a larger system consisting of many intertwined and overlapping brands and subbrands.
Aaker shows how to manage the "brand system" to achieve clarity and synergy, to adapt to a changing environment, and to leverage brand assets into new markets and products.As executives in a wide range of industries seek to prevent their products and services from becoming commodities, they are recommitting themselves to brands as a foundation of business strategy. This new work will be essential reading for the battle-ready.
Parametre
- Výrobca
- Simon & Schuster
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