Building Strong Brands
By David Aaker
Far from an abstract dissertation on brands, brand equity, and brand identity, David Aaker's widely acclaimed book introduces the brand identity model and presents clear, relevant case examples to bring it to life. Aaker uses real brand-building cases from Saturn, GE, Kodak, and others to demonstrate how the best brand managers create and maintain brand equity. This book also addresses common branding pitfalls, such as grounding your brand solely in functional benefits.
Aaker highlights the importance of considering emotional and self-expressive benefits and introduces compelling perspectives such as brand-as-person, brand-as-organization, and brand-as-symbol. Building Strong Brands also offers the reader valuable information on brand equity measures, and organizing for effective brand management. This book is well suited for experienced marketers as well as marketing enthusiasts.
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