Brand Leadership: Building Assets In an Information Economy - Softcover

Tom Peters author of "The Circle of Innovation" "Branding" is the hottest term in business. For good reason. And, simply, there is a "brand" in the thinking about this topic. Namely, David Aaker. The new book is not a "line extension" It is an original. This is "it" on branding. Read it...or else.

Dennis Carter Vice President, Intel Corporation A superb framework for dealing with the incredible complexity we brand managers face, particularly the implications of the link between the business strategy and brand, a link too often overlooked.

Joseph V. Tripodi Chief Marketing Officer, Seagram Aaker and Joachimsthaler give all brand stewards the hope that by mastering these principles their own brands will reach new, exalted heights. This book is PRICELESS!

Hans-Georg Brehm Brand Management, Mercedes-Benz A step ahead in the new world of complex brand architectures.

Peter Sealey, Ph.D. Co-Director, Center for Marketing and Technology, University of California-Berkeley, former global marketing director, The Coca-Cola Company What Frederick W. Taylor did for scientific management and Peter F. Drucker did for the concept of management, Aaker has done for our understanding of brands. Now, in collaboration with Erich Joachimsthaler, he has taken that life's work to a new level of perception, insight, and sophistication. "Brand Leadership" is a highly needed roadmap for the multi-brand marketer which is as up-to-date as tomorrow morning with chapters on how to incorporate sponsorships and the Internet.

Peter A. Georgescu Chairman and CEO, Young & Rubicam Inc. An excellent tool for anyone who really wants to understand the art and science of brand building. Clear and dynamic examples illustrate key brand drivers and make complex brand theory easy to understand.

John Quelch Dean, London Business School Solid advice for firms facing global brand challenges.

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 management Like David Aaker's two previous bestselling books, Brand Leadership will be essential reading for line executives and brand managers in market-driven firms worldwide.