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Managing Brand Equity Hardcover – September 9, 1991


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Managing Brand Equity + Building Strong Brands + Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity
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Product Details

  • Hardcover: 299 pages
  • Publisher: Free Press (September 9, 1991)
  • Language: English
  • ISBN-10: 0029001013
  • ISBN-13: 978-0029001011
  • Product Dimensions: 9.6 x 6.4 x 1.1 inches
  • Shipping Weight: 1.4 pounds (View shipping rates and policies)
  • Average Customer Review: 4.3 out of 5 stars  See all reviews (7 customer reviews)
  • Amazon Best Sellers Rank: #345,227 in Books (See Top 100 in Books)

Editorial Reviews

Review

Vijay Mahajan The University of Texas at Austin A fascinating, practical, and insightful book that brilliantly examines the "assets" that define brand equity to create, develop, market, and manage brands strategically in the l990s. -- Review

About the Author

David A. Aaker is the Vice-Chairman of Prophet, Professor Emeritus of Marketing Strategy at the Haas School of Business, University of California at Berkeley, Advisor to Dentsu, Inc., and a recognized authority on brands and brand management. The winner of the Paul D. Converse Award for outstanding contributions to the development of the science of marketing and the Vijay Mahajan Award for Career Contributions to Marketing Strategy, he has published more than ninety articles and eleven books, including Strategic Market Management, Managing Brand Equity, Building Strong Brands, and Brand Leadership (co-authored with Eric Joachimsthaler).

More About the Author

My passion is understanding brands and helping firms build brands and brand portfolios. My first brand book, Managing Brand Equity defined brand equity and set forth its value to a firm and its customers. The second, Building Strong Brands, described the "brand identity" model that many firms use to manage their brands and also introduced the Brand Equity Ten measurement structure. The third, Brand Leadership extended the brand identity model and adding material on brand building programs. The fourth, Brand Portfolio Strategy, introduces models and concepts that allow a firm to sort out the complexities of brand portfolios and the priorities and relationships that define them. The fifth, Spanning Silos presents research showing the problems that product and country silos organizations pose to those who would build brands and create effective marketing and what some firms have done to create cooperation and communication to break down the silo barriers.

My latest book, not counting my autobiography, is Brand Relevance: Making Competitors Irrelevant that shows success in dynamic markets involves creating offerings so innovative that they create new categories or subcategories making competitors irrelevant.

I am a part of Prophet, a global brand and marketing consulting company that is on the forefront of branding issues, professor emeritus of the Haas School at UC Berkeley, and an advisor to Denstu. I also blog on Aaker on Brands (http://www.davidaaker.com). I live in Orinda, California near my three daughters and seven grandchildren and try to do a lot of biking and just enough golfing.


There follows the formal career summary.


David A. Aaker is the Vice-Chairman of Prophet Brand Strategy, Professor Emeritus of Marketing Strategy at the Haas School of Business, UC Berkeley and an advisor to Dentsu Inc. The winner of three career awards for contributions to the science of marketing (the Paul D. Converse Award), marketing strategy (the Vijay Mahajan Award) and the theory and practice of marketing (the Buck Weaver Award), he has published over 100 articles and 14 books including Strategic Market Management, Managing Brand Equity, Building Strong Brands, Brand Leadership (co-authored with Erich Joachimsthaler) Brand Portfolio Strategy, From Fargo to the World of Brands, Spanning Silos and his latest book, Brand Relevance: Making Competitors Irrelevant. His books have been translated into eighteen languages with sales well over one million. Named as one of the top five most important marketing/business gurus in 2007, Professor Aaker has won awards for the best article in the California Management Review and (twice) in the Journal of Marketing. A recognized authority on brand equity and brand strategy, he has been an active consultant and speaker throughout the world and is on the Board of Directors of the Food Bank of Contra Costa and Solano Counties.

Customer Reviews

4.3 out of 5 stars
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Most Helpful Customer Reviews

15 of 15 people found the following review helpful By Rolf Dobelli HALL OF FAME on April 27, 2001
Format: Hardcover
Think Coca-Cola and what comes to mind? That's brand power. Author David A. Aaker illustrates how such powerful brands connect with customers. Unfortunately, Aaker doesn't show you how to build up your name or how to make the most of your ad dollars. But he does provide compelling, insider case studies, going back to the launch of Procter & Gamble's Ivory soap in 1881. Aaker sets three goals and just about achieves them: 1) Show managers how brand equity provides value, 2) Showcase examples of good and bad marketing and 3) Discuss how to manage brand equity. But, while Aaker explains brand equity by listing its components, the correlation between the parts and the whole is not clear - even with the ever-present flow chart. Regardless, being as well-known as IBM would make you tingle, and if you are looking for interesting historical perspective more than practical managerial advice, we [...] recommend this book, particularly to advertising and marketing executives.
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By J_Fif on April 13, 2014
Format: Kindle Edition Verified Purchase
I purchased this book for my brand strategy class at NYU and I found it to be extremely insightful and easy to follow. Aaker is straight to the point and heeds some greats advice on how to manage brands whether they be old or new.
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Format: Hardcover Verified Purchase
Every brand, for profit or not, needs this book. If fact, Aaker has the best series of brand management tools anywhere.
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By Osei K. Agyeman on January 21, 2013
Format: Hardcover Verified Purchase
Often used. Its a great book with great insight. Applied when it was necessary and needed. The information source was great.
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