|
||||||||||||||||||
|
||||||||||||||||||
|
||||||||||||||||||
| ||||||||||||||||||
Frequently Bought Together
Product Details
|
Product Description
From Publishers Weekly
Aaker (marketing, Univ. of California- Berkeley) has written a sequel to his Managing Brand Equity (Free Pr., 1991). In this latest offering he tells how to deal with the fragmentation of markets by building brand identity, creating brand personality, and managing a brand system. With extensive case studies and illustrations of companies' ads, he emphasizes positioning a brand personality to match that of the consumer being targeted. Kingsford, known for its charcoal, tried to move into a line of foods but failed, unable to shake its charcoal image. Healthy Choice created the perception that healthy foods can taste good. Saturn developed from a new company in an old industry and had to "sell the company, not the car." Aaker's well-written book is for specialists in the field of marketing. Recommended for large business collections.
Joel Jones, Kansas Cty. P.L., Mo.
Copyright 1995 Reed Business Information, Inc.
Joel Jones, Kansas Cty. P.L., Mo.
Copyright 1995 Reed Business Information, Inc.
From Booklist
Although the author's credentials (he's a University of California at Berkeley business professor) might seem to exclude average readers, that is, those outside the marketing profession, there's a great deal of interesting general information packed into these pages. Far from being an ethereal dissertation on brands, brand equity, and brand identity, Aaker's book presents case examples to which anyone can relate. It is edifying to peruse the sections on past brand strategies and on the making of the Saturn automobile brand, among other topics. Barbara Jacobs
Inside This Book
(Learn More)
First Sentence
"In the 1870s, a photographer's outfit included not only a large camera but also a sturdy tripod, glass plates, a big plate holder, a dark tent, a nitrate bath, and a water container." Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
"In the 1870s, a photographer's outfit included not only a large camera but also a sturdy tripod, glass plates, a big plate holder, a dark tent, a nitrate bath, and a water container." Read the first page
Explore More
Concordance
Browse Sample PagesConcordance
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
Tag this product(What's this?)Think of a tag as a keyword or label you consider is strongly related to this product.
Tags will help all customers organize and find favorite items. |
What Other Items Do Customers Buy After Viewing This Item?
Customer Reviews
|
Share your thoughts with other customers:
|
||||||||||||||||||||||
|
Most helpful customer reviews
1 of 1 people found the following review helpful
1.0 out of 5 stars
Academic Drivel,
By A Customer
This review is from: Building Strong Brands (Hardcover)
I found this book to be poorly organized, over-articulated mush. As someone who has worked on several extremely successful brands including Sony and the "Virginia is for Lovers" campaign, I would be shocked to see that this book had received high marks from anyone who actually worked in advertising, marketing or brand management. Yes, Aaker has some decent insights into brand management in his case studies -- hindsight is 20/20. Unfortunately, they're difficult to find, since his writing is extremely repetitive and verbose. One gets the impression he is more interested in communicating how intelligent he is, than actual information on brand equity. There are a few bits of good information buried in the middle of the book, but it is not worth the long, painful journey to get to them. Read it only if you are having trouble falling asleep.
4.0 out of 5 stars
A good brand classic!,
By A Customer
This review is from: Building Strong Brands (Hardcover)
This book is a comprehensive and holistic approach to brand , although a but out-dated. For more updated concepts I reccommend 60-Minute Brand Strategist by Idris Mootee. The author presents an expanded view of the meaning and role of brands and gives a new dimension, deeper than the single, limited conceptualization of a brand as a product. The role of the organizational associations, of the culture values and the emotional imput is very well integrated to understand the multidimensional meaning of a brand. Both books will help brand, marketing and/or commercialization managers to best leverage their corporate, range and product brands. Additionally, the insights presented to understand brand and company valuations are very well explained.
4.0 out of 5 stars
An Excellent Read,
By A Customer
This review is from: Building Strong Brands (Hardcover)
Building Strong Brands realizes right away how crucial a brand identity is in today's economy. Well written and researched, Aaker delves into case histories of some very well known brands--such as Saturn--to forcefully argue his premise about the vital importance that a well-established brand identity can play in marketing and selling a product. Although his case histories are strong ones, each situation is unique. Guerilla PR: Wired is laden with various techniques to help an organization market its brand identity.
Share your thoughts with other customers: Create your own review
Want to see more reviews on this item?
|
Most recent customer reviews |
Listmania!
Look for similar items by category
- Books > Business & Investing > Management & Leadership > Management
- Books > Business & Investing > Marketing & Sales > Consumer Behaviour
- Books > Business & Investing > Marketing & Sales > Marketing
- Books > Business & Investing > Marketing & Sales > Sales & Selling
- Books > Business & Investing > Small Business & Entrepreneurship > Entrepreneurship
- Books > New & Used Textbooks > Business & Finance > Economics
- Books > New & Used Textbooks > Business & Finance > Enterpeneurship
- Books > New & Used Textbooks > Business & Finance > Management
- Books > New & Used Textbooks > Business & Finance > Marketing
- Books > New & Used Textbooks > Business & Finance > Sales
- Books > Professional & Technical > Business Management > Management & Leadership > Management
- Books > Professional & Technical > Business Management > Marketing & Sales > Consumer Behaviour
- Books > Professional & Technical > Business Management > Marketing & Sales > Marketing
- Books > Professional & Technical > Business Management > Marketing & Sales > Sales & Selling
Look for similar items by subject
Feedback
Would you like to update product info or give feedback on images?
|
