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Brand Equity & Advertising: Advertising's Role in Building Strong Brands (Advertising and Consumer Psychology) Paperback – April 1, 1993

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Product Details

  • Series: Advertising and Consumer Psychology
  • Paperback: 432 pages
  • Publisher: Psychology Press (April 1, 1993)
  • Language: English
  • ISBN-10: 0805812849
  • ISBN-13: 978-0805812848
  • Product Dimensions: 6 x 0.9 x 9.1 inches
  • Shipping Weight: 1.4 pounds (View shipping rates and policies)
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (2 customer reviews)
  • Amazon Best Sellers Rank: #1,103,860 in Books (See Top 100 in Books)

Editorial Reviews


...provides a probing look into brands, their personalities, equity, extensions, and how advertising helps build brands and expand their markets globally.
Contemporary Psychology

...any academic or practitioner involved in the process of creating and selling brand name products will benefit from reviewing these papers....The overall information on brands is excellent for anyone who needs to develop a paper or requires in-depth knowledge of brands....suitable for graduate libraries.

This work provides a good measure of the varied approaches to the topic.
Journal of Marketing Research

David Aaker's concept of brand equity is thought provoking and seminal. For any marketing practitioner, for any student of marketing, this work is a 'must read.'
Peter S. Sealey
Senior Vice President & Director, Global Marketing, The Coca-Cola Company

Clearly, the ability to create, build and revitalize a brand is going to be one of the prized marketing skills of the 90s. Here, Messrs. Aaker and Biel deliver some of the decade's earliest and best thinking on the subject.
Edward Vick
Chairman and Chief Executive Officer, Landor Associates

I can think of nothing more urgent in business today than to advance every marketer's commitment to the importance of brand equity, and to creative advertising as the most powerful tool for building strong brands. In a total and coordinated brand marketing program, each communications discipline plays a specific and complementary role in building a brand. The key tasks of defining the essential promise, differentiating the product and bonding with the consumer are the ones advertising does uniquely well. Congratulations to David Aaker and Alex Biel for studying and drawing attention to these important and productive concepts critical to restoring economic vitality and competitive advantage.
Peter A. Georgescu
President, Young & Rubicam

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Most Helpful Customer Reviews

0 of 4 people found the following review helpful By Serena Franco on March 25, 2006
Format: Paperback
i didn't imagine that the service was really good.

i've always been sceptical to buy on internet, but i made some few purchases, wow!!!! i needed this book for my university. and it isn't anymore produced in europe...incredible----

good and fast delivery service, even if the price was a bit high...

they said 3 days and they meant it...
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6 of 18 people found the following review helpful By A Customer on July 8, 1997
Format: Paperback
This book does not really adress questions like how does the brand fit with strategy or an organisation's core competences. But it does a superb job of illustrating the huge variety of ways that creativity can be embedded into a brand's communication relationships with consumers. If you're interested in forming an e-mail discussion group on this or other outstanding books on branding contact me. Chris Macrae, editor of Brand Chartering Handbook and MELNET
[...] E-mail me at wcbn007@easynet.co.uk
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