Brand Equity & Advertising: Advertising's Role in Building Strong Brands (Advertising and Consumer Psychology) [Paperback]

Alexander L. Biel (Author), David A. Aaker (Author, Editor), Alexander Biel (Editor)

Book Description

Series: Advertising and Consumer Psychology | Publication Date: April 1, 1993

The tenth annual Advertising and Consumer Psychology Conference held in San Francisco focused on branding -- a subject generating intense interest both in academia and in the "real world." The principle theory behind these conferences is that much can be gained by joining advertising and marketing professionals with academic researchers in advertising. Professionals can gain insight into the new theories, measurement tools and empirical findings that are emerging, while academics are stimulated by the insights and experience that professionals describe and the research questions that they pose. This book consists of papers delivered by experts from academia and industry discussing issues regarding the role of advertising in the establishment and maintenance of brand equity -- making this volume of interest to advertising and marketing specialists, as well as consumer and social psychologists.

Editorial Reviews

Review

...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.
—CHOICE

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

Product Details

• Paperback: 432 pages
• Publisher: Psychology Press (April 1, 1993)
• Language: English
• ISBN-10: 0805812849
• ISBN-13: 978-0805812848
• Product Dimensions: 9.1 x 6 x 0.9 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: #1,235,241 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

0 of 3 people found the following review helpful:

4.0 out of 5 stars directly from us to the old continent, March 25, 2006

By 

Serena Franco - See all my reviews
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This review is from: Brand Equity & Advertising: Advertising's Role in Building Strong Brands (Advertising and Consumer Psychology) (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...

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6 of 18 people found the following review helpful:

5.0 out of 5 stars A turning point in the genre of brand communications, July 8, 1997

By A Customer

This review is from: Brand Equity & Advertising: Advertising's Role in Building Strong Brands (Advertising and Consumer Psychology) (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 www.brad.ac.uk/branding/ E-mail me at [e-mail]