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Brand Leadership: Building Assets in an Information Economy Hardcover – Import, January 1, 2000

by David A. Aaker (Author), Erich Joachimsthaler (Author)

15 customer reviews

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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 by "Brandweek" as "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 assets Identify the customer "sweet spot" and the driving idea that will move brand-building efforts beyond advertising to break out of the clutter Use the Internet and sponsorship to make brands resources work more effectively Address the four imperatives of global brand managementLike David Aaker's two previous bestselling books, "Brand Leadership" will be essential reading for line executives and brand managers in market-driven firms worldwide.

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Product Details

Hardcover: 352 pages
Publisher: FREE PRESS (January 1, 2000)
Language: English
ISBN-10: 0684866455
ISBN-13: 978-0684866451
Product Dimensions: 9.2 x 6.2 x 1.2 inches
Shipping Weight: 1.1 pounds
Average Customer Review: 4.3 out of 5 stars See all reviews (15 customer reviews)
Amazon Best Sellers Rank: #12,647,005 in Books (See Top 100 in Books)
- #41192 in Books > Business & Money > International
- #72320 in Books > Business & Money > Marketing & Sales

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Customer Reviews

4.3 out of 5 stars

5 star		53%
4 star		33%
3 star		7%
2 star		0%
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Top Customer Reviews

Great book, if you have the time

By Steve Finnie on July 5, 2000

Format: Hardcover

I'll save you some effort. Read the first five chapters of this book and stop. Aaker is the king of brand equity and successful strategies for organizing and developing brands but he also has a knack for being a bit long-winded.
Don't get me wrong. The guy's a genius and the world of marketing is much the better for having him (and Joachimsthaler) around. However, in Management Communications at Business School they teach you to know your audience. There's a reason most business books are 160-220 pages. Business leaders don't have time to spend 12-15 hours reading texts. Aaker ignores this fact when offering the 330-page "Brand Leadership."
That being said it's a great book for the frameworks and approaches it provides. Aaker truly is one of the elite few that really rises above the clutter in offering marketing insights to today's manager. Unfortunately like Michael Porter with Strategy, he feels that this level of insight affords the right to pontificate beyond the attention span of most managers.
His theories on brand identity, brand architecture, and brand equity are invaluable though and for this reason the book is well worth the money and time. Particularly outstanding is the chapter on Brand Architecture which provides a stark contrast to the "focus" theories of Ries & Trout.
Shortcuts:
Chapter 6 -- Discusses Nike-Adidas market dynamics. Least interesting chapter in the book.
Chapter 7 -- Addresses sponsorships and is fairly interesting and useful for today's marketing manager. If you really enjoy Chapter's 1-5 then give 7 a go as well.
Chapter 8 -- If you recognize the names Fast Company, Business 2.0, Red Herring, or The Industry Standard, this chapter on the role of webs in building brands is not neccesary.Read more ›

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The Essential Branding Mentor

By Janet Yorga on April 2, 2000

Format: Hardcover

The "leading global brand" in branding methods and approaches, David Aaker, continues to provide innovative and leading-edge contributions to the field with this latest book Brand Leadership. Building on the Aaker methodology, the authors David Aaker and Erich Joachimsthaler, along with their supporting team, have produced a masterpiece.
Brand Leadership advances the previous works (eg. Managing Brand Equity- 1991; Building Strong Brands - 1996) and includes key guidelines for Branding on the Web. I find the book to be very organized and concise. It is also highly accessible and user friendly. It is quite an accomplishment and an ESSENTIAL read for those most serious and aspiring towards excellence in branding and holistic marketing.
I thought the book in particular:
1. Demonstrates that marketing is, or should be, a practice of many inter-related disciplines (or sub-disciplines if you will) and processes.
2. It articulates that the marketing discipline as a whole, can not be achieved by giving someone a "quick and dirty" template to read. It is a science as well as an art that requires experience, knowledge and judgement. The fast track to excellence in marketing does not exist via a quick technique. Marketing is a system, a holistic management process consisting of many distinct disciplines.
3. Gives an excellent map of the Brand-Relationship Spectrum.
4. Provides much needed balance and insight on addressing Branding on the Web. So concise. So accurate. So relevant.
5. Gives a wonderful and insightful view into contemporary sponsorship.Read more ›

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Brand equity updated for the information age ...

By A Customer on April 1, 2000

Format: Hardcover

Best branding book I've read since building brand equity! Aaker and Joachimsthaler continue in the best traditions of Aaker's previous books - authoritative, practical, pertinent and readable - and all in the context of the information revolution that is shaking our world. The authors have a gift for distilling the complex issue of brand building and extension into simple - almost obvious - insights. I constantly found myself saying "Ah, I see. Why didn't I see that before!" Examples and case studies reinforce and explain throughout - they helped me learn form others experience and grasp the real world implications of the branding concepts in the book. Last, and most importantly, it's a practical guide for working marketing and business people - not just an academic exercise. These guys lead the pack by a long way when it comes to branding!

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Latest Aaker how-to manual hobbled by marketing-speak

By A Customer on February 25, 2001

Format: Hardcover

Branding books from academics do the same sorts of things, but Aaker does them better than most. First, they define consumer needs and wants. Then they show how market segments are formed. Then they elaborate vast systems for categorizing brand traits to attack the segments. Aaker's latest effort -- a whopper at 350 pages of dense marketing jargon -- presents a system that is as good as any for ordering brand traits into sensible patterns that can be more easily manipulated. Kapferer's system is less exact, while Keller's is less up-to-date. Aaker takes a long , long time to say what he means on global branding --- namely that it's right for some but not right for others. His comments on Web branding are so incisive that a lot of Web-heads might wish they'd read this book two years ago. For a broad survey of contemporary branding in a readable style, check out the new Brands in the Balance from Kevin Drawbaugh. But if it's theory you want, you can't beat Aaker.

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Most Recent Customer Reviews

Good read

Good read. Great book to have an read if you are a marketing person, entrepreneur or looking to be promoted within your company in branding, strategic planning or marketing.

Published 11 months ago by T. Mackey

Awesome

Definitely worth reading. Even though some examples could be old, they are still inspiring. A must-read source of branding related issues.

Published 23 months ago by Berker PANDIR

A Solid Foundation for Developing New Brands

Brand Leadership could be described as an extension of the ideas that Aaker began to formulate in Building Strong Brands. Read more

Published on February 16, 2009 by V. Holmes

brand strategy

I do brand strategy and this has provided some truly valuable industry insights; in fact it was respected as the marketing bible at one of the advertising agencies I worked.

Published on February 23, 2007 by Kenneth H. Fisher

Not for the faint of heart

At the core of this book is the notion that we must move from tactical to strategic brand management. Read more

Published on May 9, 2006 by Amazon Customer

this is the brand bible

I found this book very useful with a methodology that every company can follow. I especially appreciated the brand leadership model compared to the classic band management model,... Read more

Published on February 24, 2005 by emgi

A must read

This book is a must read for anyone who wants to be anyone in marketing. As a student, I have found Brand Leadership to be a valuable tool. Read more

Published on August 1, 2002 by A business school student

Something totally new!

"I am absolutely amazed at what I have learned from David Aaker and Erich Joachimsthaler! I wanted to thank them for the clarity of the book and the user friendliness. Read more

Published on August 1, 2002 by Julia Lluch

Disappointing!

I would say most, if not all, college marketing text are more readable than "Brand Leadership". Written by two professors of well-known business schools, this is a classic case of... Read more

Published on March 26, 2002 by Critical Eyes

Marketing is Business Strategy in Action

In this third book in Aaker's branding trilogy the University of California professor and brand consultant documents a change away from the classic system of brand management that... Read more

Published on October 19, 2001 by Martin Trussell