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| PHYSICAL DESCRIPTION FIXED FIELD--GENERAL INFORMATION |
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100624s2000 ||||||||||||||||||||eng|u |
| INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9781847398352 |
| DATE AND TIME OF LATEST TRANSACTION |
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20170126095208.0 |
| CONTROL NUMBER |
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32756 |
| CONTROL NUMBER IDENTIFIER |
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UOWD |
| MAIN ENTRY--PERSONAL NAME |
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| Personal name |
Aaker, David A. |
| TITLE STATEMENT |
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| Title |
Brand leadership / |
| Statement of responsibility, etc |
David A. Aaker, Erich Joachimsthaler. |
| PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
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| Place of publication, distribution, etc |
London : |
| Name of publisher, distributor, etc |
Pocket Books, |
| Date of publication, distribution, etc |
c2000. |
| PHYSICAL DESCRIPTION |
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| Extent |
xii, 351 p : |
| Other physical details |
ill ; |
| Dimensions |
20 cm. |
| GENERAL NOTE |
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| General note |
Includes bibliographical references and index. |
| SUMMARY, ETC. |
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| Summary, etc |
A dozen management fads have come and gone in the past decade, but brand equity, first explored by David Aaker in the late 1980s, has exploded in importance. Recognized byBrandweekas "the dean of the brand-equity movement," Aaker now prepares managers for the next level of the brand revolution -- brand leadership.For the first time, Aaker and coauthor Erich Joachimsthaler describe how the emerging paradigm of strategic brand leadership is replacing the classic, tactically oriented brand management system pioneered by Procter & Gamble. This fundamental shift involves nothing less than a revolution in organizational structure, systems, and culture -- as the authors demonstrate with hundreds of case studies from companies such as Polo Ralph Lauren, Virgin Airlines, Adidas, GE, Marriott, IBM, McDonald's, Maggi, and Swatch. This immensely readable book provides the brand management team with the capability to:Create and elaborate brand identities (what should the brand stand for)Use the brand relationship spectrum, a powerful tool to harness subbrands and endorsed brands to form brand architectures that create clarity, synergy and leveraged assetsIdentify the customer "sweet spot" and the driving idea that will move brand-building efforts beyond advertising to break out of the clutterUse the Internet and sponsorship to make brands resources work more effectivelyAddress the four imperatives of global brand managementLike David Aaker's two previous bestselling books,Brand Leadershipwill be essential reading for line executives and brand managers in market-driven firms worldwide. |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Brand name products |
| Geographic subdivision |
United States |
| General subdivision |
Management. |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Management and Business Studies. |
| ADDED ENTRY--PERSONAL NAME |
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| Personal name |
Joachimsthaler, Erich, |
| Dates associated with a name |
1956- |
| ADDED ENTRY ELEMENTS (KOHA) |
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| Koha item type |
REGULAR |