Managing Brand Equity (Hardcover)

by David A. Aaker (Author) "One Sunday in 1879 Harley Procter, one of the founders of the candle and soap firm Procter & Gamble (P&G), heard a sermon based on..." (more)
Key Phrases: milking strategy, transformational advertising, high perceived quality, Weight Watchers, Betty Crocker, American Express (more...)

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

Review
John O'ToolePresident, American Association of Advertising AgenciesAaker presents the critical importance of brands, and intelligent counsel on how to create, nurture, and evaluate them. This could be the book that finally directs the attention of American business away from quarterly earnings statements and onto permanent growth.

William WellsExecutive Vice-President, DDB Needham WorldwideBrand equity is among the hottest topics in advertising and marketing today. This book is the most comprehensive and most insightful source available.

Peter S. SealeySenior Vice-President and Director, Global Marketing, The Coca-Cola CompanyHighly readable and packed with useful information...Aaker captures the very essence of brand equity in this first class work. Every marketing professional in America should read this book and take its message to heart.

David E. R. Dangoor,Senior Vice-President, Marketing, Philip MorrisProperly managed, no equity can yield a better return over time than a trademark -- David Aaker's book is an excellent tool to assist both students and the experienced to understand more about the complexities, sensitivities, and opportunities in the area.

Vijay MahajanThe University of Texas at AustinA 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.

Nicholas StaveleyEditor, ADMAPGreat brands have become multinational properties, with a worth in the same order of magnitude as the corporations who own them. Aaker has created a comprehensive taxonomy of branding: its roots, benefits, and variety, and the complex skills and techniques it demands.

Tom PetersThe Tom Peters GroupA must for all managers' bookshelves. In an increasingly crowded marketplace, fools will compete on price. Winners will find a way to create lasting value in the customer's mind. This book is for those who would be winners -- it mixes snappy case studies with sound academic research.

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Product Details

• Hardcover: 299 pages
• Publisher: Free Press; illustrated edition edition (September 9, 1991)
• Language: English
• ISBN-10: 0029001013
• ISBN-13: 978-0029001011
• Product Dimensions: 9.4 x 6.5 x 1.2 inches
• Shipping Weight: 1.2 pounds (View shipping rates and policies)
• Average Customer Review: 4.5 out of 5 stars See all reviews (4 customer reviews)
• Amazon.com Sales Rank: #88,552 in Books (See Bestsellers in Books)

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Customer Reviews

Most Helpful Customer Reviews

13 of 13 people found the following review helpful:

3.0 out of 5 stars A Solid Effort!, April 27, 2001

By	Rolf Dobelli "getAbstract.com" (Switzerland) - See all my reviews (TOP 50 REVIEWER)    (REAL NAME)

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.

5.0 out of 5 stars One of the Bests, August 31, 2006

By	Yalcin Kaya "yalcink" (Istanbul, Sisli Turkey) - See all my reviews (REAL NAME)

I read this book from the library, but as it is a book to be kept in the personal library, bought it. Now I make my pals near to me read this book and the series.

5 of 14 people found the following review helpful:

5.0 out of 5 stars MARKETING EQUALS MANAGING BRAND EQUITY, March 12, 1999

By A Customer

tHIS BOOK GIVES YOU THE INSIGHT ALL MARKETERS NEED. IT`S WRITTEN IN A WAY SO WE CAN IMPLEMENT OR BASE STRATEGIES, WHERE TO DIRECT THE EFFORTS AND HOW TO SUCCESFULLY RATE THE IMPACT. ANYONE IN A MANAGING POSITION SHOULD READ THIS BOOK.