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Building Strong Brands Hardcover – Illustrated, December 12, 1995

4.4 out of 5 stars 69 ratings

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Editorial Reviews

From Publishers Weekly

Aaker (marketing, Univ. of California- Berkeley) has written a sequel to his Managing Brand Equity (Free Pr., 1991). In this latest offering he tells how to deal with the fragmentation of markets by building brand identity, creating brand personality, and managing a brand system. With extensive case studies and illustrations of companies' ads, he emphasizes positioning a brand personality to match that of the consumer being targeted. Kingsford, known for its charcoal, tried to move into a line of foods but failed, unable to shake its charcoal image. Healthy Choice created the perception that healthy foods can taste good. Saturn developed from a new company in an old industry and had to "sell the company, not the car." Aaker's well-written book is for specialists in the field of marketing. Recommended for large business collections.
Joel Jones, Kansas Cty. P.L., Mo.
Copyright 1995 Reed Business Information, Inc.

From Booklist

Although the author's credentials (he's a University of California at Berkeley business professor) might seem to exclude average readers, that is, those outside the marketing profession, there's a great deal of interesting general information packed into these pages. Far from being an ethereal dissertation on brands, brand equity, and brand identity, Aaker's book presents case examples to which anyone can relate. It is edifying to peruse the sections on past brand strategies and on the making of the Saturn automobile brand, among other topics. Barbara Jacobs

Product details

  • Item Weight : 1.59 pounds
  • Hardcover : 400 pages
  • ISBN-10 : 002900151X
  • ISBN-13 : 978-0029001516
  • Publisher : Free Press (December 12, 1995)
  • Product Dimensions : 6.13 x 1.4 x 9.25 inches
  • Language: : English
  • Customer Reviews:
    4.4 out of 5 stars 69 ratings