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 to cart. $0.99, good condition, Sold by Greenworld Books rated 5.0 out of 5 stars, ships from Arlington, TX, UNITED STATES, published 1991 by Free Press.
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Good condition book with a firm cover and clean readable pages. Shows normal use including some light wear or limited notes highlighting yet remains a dependable copy overall. Supplemental items like CDs or access codes may not be included.
Add this copy of Managing Brand Equity to cart. $0.99, 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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Fast &-Good condition with a solid cover and clean pages. Shows normal signs of use such as light wear or a few marks highlighting but overall a well-maintained copy ready to enjoy. Supplemental items like CDs or access codes may not be included.
Add this copy of Managing Brand Equity to cart. $0.99, 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. Fast &-A well-used but reliable copy with all text fully readable. Pages and cover remain intact though wear such as notes highlighting bends or library marks may be present. Supplemental items like CDs or access codes may not be included.
Add this copy of Managing Brand Equity to cart. $1.66, good condition, Sold by OnlineGoodwill rated 4.0 out of 5 stars, ships from Nashville, TN, UNITED STATES, published 1991 by Free Press.
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Good. A copy that has been read, but remains in clean condition. All pages are solid. the cover is intact, but may show scuffs or light creases, as well as a possible rolled corner. The spine may show signs of wear. Pages may include limited notes and highlighting, The former owner may have written their name inside the front or back cover. COVER WILL VARY.
Add this copy of Managing Brand Equity to cart. $1.97, 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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Good. All pages and cover are intact. Dust jacket included if applicable though it may be missing on hardcover editions. Spine and cover may show minor signs of wear including scuff marks curls or bends to corners as well as cosmetic blemishes including stickers. Pages may contain limited notes or highlighting. From the library of labels may be present. Shrink wrap dust covers or boxed set packaging may be missing. Bundled media e.g. CDs DVDs access codes may not be included.
Add this copy of Managing Brand Equity: Capitalizing on the Value of a to cart. $2.29, very good condition, Sold by ThriftBooks-Reno rated 4.0 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. $2.29, very good condition, Sold by ThriftBooks-Baltimore rated 4.0 out of 5 stars, ships from Halethorpe, MD, UNITED STATES, published 1991 by Free Press.
Add this copy of Managing Brand Equity: Capitalizing on the Value of a to cart. $2.29, very good condition, Sold by ThriftBooks-Dallas rated 4.0 out of 5 stars, ships from Dallas, TX, UNITED STATES, published 1991 by Free Press.
Add this copy of Managing Brand Equity to cart. $2.48, good condition, Sold by Goodwill BookWorks rated 4.0 out of 5 stars, ships from Austin, TX, UNITED STATES, published 1991 by Free Press.
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Good. Book shows general signs of use and handling. May have light wear on the cover or edges and minimal writing or highlighting. Binding remains tight and pages are clean and readable.
Add this copy of Managing Brand Equity to cart. $4.00, very good condition, Sold by Wonder Book - Member ABAA/ILAB rated 5.0 out of 5 stars, ships from Frederick, MD, UNITED STATES, published 1991 by Free Press.
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Very Good. Very Good condition. Very Good dust jacket. A copy that may have a few cosmetic defects. May also contain light spine creasing or a few markings such as an owner's name, short gifter's inscription or light stamp.
