000			02276cam a2200229u 4500
007			ta
008			100624s2000 ||||||||||||||||||||eng|u
020			_a9781847398352
100	1		_aAaker, David A.
245	1	0	_aBrand leadership / _cDavid A. Aaker, Erich Joachimsthaler.
260	0		_aLondon : _bPocket Books, _cc2000.
300			_axii, 351 p : _bill ; _c20 cm.
500			_aIncludes bibliographical references and index.
520			_aA 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.
650		4	_aBrand name products _zUnited States _xManagement.
650		4	_aManagement and Business Studies.
700			_aJoachimsthaler, Erich, _d1956-
005			20170126095208.0
001			32756
003			UOWD
942			_cREGULAR
999			_c14727 _d14727