Brand Leadership

By David Aaker and Erich Joachimsthaler

David Aaker and Erich Joachimsthaler examine how brand leadership can be achieved in the face of increasing competitive and economic pressures, including over-capacity, vicious price competition, product sameness, product proliferation, and powerful retailers. This is the final book in a trilogy about creating and managing brands. The first, Managing Brand Equity, provides definition and structure to the field. The second, Building Strong Brands, helps managers develop brand strategy.

Brand Leadership builds on the first two books by expanding on the brand identity model and the brand architecture concept, communicating brand strategy, and managing brands in a global context. The book is based on over 300 case studies conducted in Europe, the U.S., and around the globe to identify and evaluate the effectiveness of diverse brand strategies and implementation approaches.


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