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Managing Brand Equity Hardcover – 9 Sep 1991


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Review

Peter S. Sealey Senior Vice-President and Director, Global Marketing, The Coca-Cola Company Highly readable and packed with useful information...Aaker captures the very essence of brand equity in this first class work. Every marketing professional in America should read this book and take its message to heart. William WellsExecutive Vice-President, DDB Needham WorldwideBrand equity is among the hottest topics in advertising and marketing today. This book is the most comprehensive and most insightful source available. Vijay MahajanThe University of Texas at AustinA fascinating, practical, and insightful book that brilliantly examines the "assets" that define brand equity to create, develop, market, and manage brands strategically in the l990s. Nicholas StaveleyEditor, ADMAPGreat brands have become multinational properties, with a worth in the same order of magnitude as the corporations who own them. Aaker has created a comprehensive taxonomy of branding: its roots, benefits, and variety, and the complex skills and techniques it demands. Peter S. SealeySenior Vice-President and Director, Global Marketing, The Coca-Cola CompanyHighly readable and packed with useful information...Aaker captures the very essence of brand equity in this first class work. Every marketing professional in America should read this book and take its message to heart. Tom PetersThe Tom Peters GroupA must for all managers' bookshelves. In an increasingly crowded marketplace, fools will compete on price. Winners will find a way to create lasting value in the customer's mind. This book is for those who would be winners -- it mixes snappy case studies with sound academic research. David E. R. Dangoor, Senior Vice-President, Marketing, Philip MorrisProperly managed, no equity can yield a better return over time than a trademark -- David Aaker's book is an excellent tool to assist both students and the experienced to understand more about the complexities, sensitivities, and opportunities in the area. John O'ToolePresident, American Association of Advertising AgenciesAaker presents the critical importance of brands, and intelligent counsel on how to create, nurture, and evaluate them. This could be the book that finally directs the attention of American business away from quarterly earnings statements and onto permanent growth. John O'ToolePresident, American Association of Advertising Agencies Aaker presents the critical importance of brands, and intelligent counsel on how to create, nurture, and evaluate them. This could be the book that finally directs the attention of American business away from quarterly earnings statements and onto permanent growth. David E. R. Dangoor, Senior Vice-President, Marketing, Philip Morris Properly managed, no equity can yield a better return over time than a trademark -- David Aaker's book is an excellent tool to assist both students and the experienced to understand more about the complexities, sensitivities, and opportunities in the area. Tom PetersThe Tom Peters Group A must for all managers' bookshelves. In an increasingly crowded marketplace, fools will compete on price. Winners will find a way to create lasting value in the customer's mind. This book is for those who would be winners -- it mixes snappy case studies with sound academic research. Peter S. SealeySenior Vice-President and Director, Global Marketing, The Coca-Cola Company Highly readable and packed with useful information...Aaker captures the very essence of brand equity in this first class work. Every marketing professional in America should read this book and take its message to heart. Nicholas StaveleyEditor, ADMAP Great brands have become multinational properties, with a worth in the same order of magnitude as the corporations who own them. Aaker has created a comprehensive taxonomy of branding: its roots, benefits, and variety, and the complex skills and techniques it demands. Vijay MahajanThe University of Texas at Austin A fascinating, practical, and insightful book that brilliantly examines the "assets" that define brand equity to create, develop, market, and manage brands strategically in the l990s. William WellsExecutive Vice-President, DDB Needham Worldwide Brand equity is among the hottest topics in advertising and marketing today. This book is the most comprehensive and most insightful source available.

About the Author

David A. Aaker is the Vice-Chairman of Prophet, Professor Emeritus of Marketing Strategy at the Haas School of Business, University of California at Berkeley, Advisor to Dentsu, Inc., and a recognized authority on brands and brand management. The winner of the Paul D. Converse Award for outstanding contributions to the development of the science of marketing and the Vijay Mahajan Award for Career Contributions to Marketing Strategy, he has published more than ninety articles and eleven books, including Strategic Market Management, Managing Brand Equity, Building Strong Brands, and Brand Leadership (co-authored with Eric Joachimsthaler).

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Product details

  • Hardcover: 299 pages
  • Publisher: Free Press (9 September 1991)
  • Language: English
  • ISBN-10: 0029001013
  • ISBN-13: 978-0029001011
  • Product Dimensions: 15.5 x 2.8 x 23.5 cm
  • Average Customer Review: Be the first to review this item
  • Amazon Bestsellers Rank: #67,149 in Books (See Top 100 in Books)
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