In Building Strong Brands, David Aaker introduces the concept of brand identity, the set of associations that a strategist aspires to create or own for the brand.
As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In this compelling new work, Aaker uses real brand-building cases from Saturn, GE, Kodak, Healthy Choice, McDonald’s, and others to demonstrate how strong brands have been created and managed.
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.
“Rarely is the sequel as good as the original. This time it’s better! With compelling case studies and insightful discussion, Aaker extends the concepts put forth In Managing Brand Equity to create the first true owner’s manual for brand managers. Aaker is the brand name in brand management!”
-Joseph V. Tripodi, Senior Vice President, Global Marketing, Products and Services, MasterCard International Incorporated
“Aaker’s ‘brand system’ and his discussion of brand equity measurement should fundamentally change our perspectives on marketing.”
-Peter A. Georgescu, Chairman and Chief Executive Officer, Young & Rubicam Inc.
“A must read … will take us to a new level of understanding … a treasure!”
-Peter Sealey, Ph.D., Former Senior Vice President, Global Marketing, The Coca-Cola Company; presently Executive Consultant to the President, Sony New Technologies Inc.