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Editorial Reviews
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.
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.
See all Editorial Reviews
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.
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.
See all Editorial Reviews
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