Managing Brand Equity

By David Aaker

Aaker provides a clear and well-defined structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets. Aaker uses real-life examples to underscore the importance of brand equity: the fascinating Ivory soap story; the transformation of Datsun to Nissan; the decline of Schlitz beer; the making of the Ford Taurus; and others. Finally, citing examples from many other companies, Aaker demonstrates how to avoid the temptation to place short-term performance before the health of the brand, and instead, to manage brands strategically by creating, developing, and exploiting each of the five assets in turn.


comments powered by Disqus


The fine print: All comments are reviewed before they are published, so your comment may not show up right away. We reserve the right to edit and remove comments at any time for any reason. Unprofessional language and spam will be rejected.