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Aaker on Branding: 20 Prinzipien, die den Erfolg vorantreiben von David Aaker BRANDNEU-
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eBay-Artikelnr.:156191781779
Artikelmerkmale
- Artikelzustand
- ISBN
- 9781614488323
Über dieses Produkt
Product Identifiers
Publisher
Morgan James Publishing
ISBN-10
1614488320
ISBN-13
9781614488323
eBay Product ID (ePID)
202459905
Product Key Features
Book Title
Aaker on Branding : 20 Principles That Drive Success
Number of Pages
220 Pages
Language
English
Topic
Marketing / General
Publication Year
2014
Genre
Business & Economics
Format
Trade Paperback
Dimensions
Item Height
0.4 in
Item Weight
6.4 Oz
Item Length
9 in
Item Width
6 in
Additional Product Features
Intended Audience
Trade
Dewey Edition
23
Reviews
"Nobody knows brand strategy better than David Aaker. Aaker has taken all of the essential principles of branding and collapsed them into one epic brand book. Whether you're a seasoned brand marketer or just getting started, this book will provide you with a practical path to creating, nurturing and leveraging strong brands." ---Ann Lewness, CMO Abode Technology "Professor Aaker has truly given the business world a gift: A highly concise and wonderfully cogent and insightful tutorial on the principles of brand stewardship and leadership." ---Joseph V. Tripodi, Chief Marketing and Commercial Officer, Coca-Cola "David Aaker is one of my favorite brand authorities because he understands that the modern brand is an asset that should create value and drive strategy for corporations. His latest treatise is brand dynamite." ---Beth Comstock, CMO "I am a devoted user of David Aaker's work over many years, I like many of you have benefitted from his insights in chunks. Here those chunks are all pulled together, and seasoned with years of his own applied work. It's just outstanding." ---Richard Lyons, Dean, Berkeley-Haas School of Business Administration "Addresses ten strategic brand challenges including created a compelling brand vision, getting digital brand building right, and building the brand internally." ---MaryKay Kopf, Global CMO of the Electrolux Group "David's new book is for learners and experts alike; a knowledge center for branding principles and strategies every marketer needs to know and practice. Why go anywhere else?" ---Elisa Steele, CMO Consumer Apps and Service, Microsoft "Provocative, rooted in substance, a guiding star for modern marketers!" ---Steven Althaus, Director of Brand Management "David Aaker provides 20 core principles and practical steps to create, enhance and leverage powerful brand asset, which can bring sustainable growth. It is a must read for businessman who want to find a key to future success led by power of brand." ---Sue Shim, Global CMO, Samsung Electronics "David Aaker has created a must-read review of enduring principles and current challenges for 21st Century marketers." ---Larry Light, Former CMO McDonalds "David Aaker's many books have been helpful guideposts for my career in business and marketing. Here is a great book that succinctly summarizes what he has learned in his storied career about building enduring, successful brands. Apply David's 20 principles, and your brand will be more successful, and you will be a better leader guaranteed!" ---Jim Stengel, Former Global Marketing Officer "I found the book to be compelling reading for any CMO in this ever changing time and world. It touched raw nerves of challenges we are facing as a company and increased my to do list. And it connected the dots of the evolving role of marketers in organizations." ---John Wallis, CMO Hyatt Hotels Corp "The real test of marketing genius is not to produce a successful product but to build a lasting brand. Dave Aaker has done more to help us understand brand building than anyone else." ---Philip Kotler, co-author of Marketing Management, 14th ed., "Nobody knows brand strategy better than David Aaker. Aaker has taken all of the essential principles of branding and collapsed them into one epic brand book. Whether you're a seasoned brand marketer or just getting started, this book will provide you with a practical path to creating, nurturing and leveraging strong brands." -Ann Lewness, CMO Abode Technology ""Professor Aaker has truly given the business world a gift: A highly concise and wonderfully cogent and insightful tutorial on the principles of brand stewardship and leadership."" -Joseph V. Tripodi, Chief Marketing and Commercial Officer, Coca-Cola "David Aaker is one of my favorite brand authorities because he understands that the modern brand is an asset that should create value and drive strategy for corporations. His latest treatise is brand dynamite." -Beth Comstock, CMO, GE ""I am a devoted user of David Aaker's work over many years, I like many of you have benefitted from his insights in chunks. Here those chunks are all pulled together, and seasoned with years of his own applied work. It's just outstanding."" -Richard Lyons, Dean, Berkeley-Haas School of Business Administration "Addresses ten strategic brand challenges including created a compelling brand vision, getting digital brand building right, and building the brand internally." -MaryKay Kopf, Global CMO of the Electrolux Group "David's new book is for learners and experts alike a knowledge center for branding principles and strategies every marketer needs to know and practice. Why go anywhere else?" -Elisa Steele, CMO Consumer Apps and Service, Microsoft "Provocative, rooted in substance, a guiding star for modern marketers!" -Steven Althaus, Director of Brand Management, BMW ""David Aaker provides 20 core principles and practical steps to create, enhance and leverage powerful brand asset, which can bring sustainable growth. It is a must read for businessman who want to find a key to future success led by power of brand."" -Sue Shim, Global CMO, Samsung Electronics "David Aaker has created a must-read review of enduring principles and current challenges for 21st Century marketers." -Larry Light, Former CMO McDonalds ""David Aaker's many books have been helpful guideposts for my career in business and marketing. Here is a great book that succinctly summarizes what he has learned in his storied career about building enduring, successful brands. Apply David's 20 principles: your brand will be more successful, and you will be a better leader-guaranteed!"" -Jim Stengel, Former Global Marketing Officer, P&G ""I found the book to be compelling reading for any CMO in this ever changing time and world. It touched raw nerves of challenges we are facing as a company and increased my to do list. And it connected the dots of the evolving role of marketers in organizations."" -John Wallis, CMO Hyatt Hotels Corp ""The real test of marketing genius is not to produce a successful product but to build a lasting brand. Dave Aaker has done more to help us understand brand building than anyone else."" -Philip Kotler, co-author of Marketing Management , 14th ed., "Nobody knows brand strategy better than David Aaker. Aaker has taken all of the essential principles of branding and collapsed them into one epic brandbook. Whether you're a seasoned brand marketer or just getting started, this book will provide you with a practical path to creating, nurturingand leveraging strong brands." ---Ann Lewness, CMO Abode Technology "Professor Aaker has truly given the business world a gift: A highly concise and wonderfully cogent and insightful tutorial on the principles of brandstewardship and leadership." ---Joseph V. Tripodi, Chief Marketing and Commercial Officer, Coca-Cola "David Aaker is one of my favorite brand authorities because he understands that the modern brand is an asset that should create value and drive strategyfor corporations. His latest treatise is brand dynamite." ---Beth Comstock, CMO "I am a devoted user of David Aaker's work over many years, I like many of you have benefitted from his insights in chunks. Here those chunks are allpulled together, and seasoned with years of his own applied work. It's just outstanding." ---Richard Lyons, Dean, Berkeley-Haas School of BusinessAdministration "Addresses ten strategic brand challenges including created a compelling brand vision, getting digital brand building right, and building the brandinternally." ---MaryKay Kopf, Global CMO of the Electrolux Group "David's new book is for learners and experts alike; a knowledge center for branding principles and strategies every marketer needs to know and practice.Why go anywhere else?" ---Elisa Steele, CMO Consumer Apps and Service, Microsoft "Provocative, rooted in substance, a guiding star for modern marketers!" ---Steven Althaus, Director of Brand Management "David Aaker provides 20 core principles and practical steps to create, enhance and leverage powerful brand asset, which can bring sustainable growth. Itis a must read for businessman who want to find a key to future success led by power of brand." ---Sue Shim, Global CMO, Samsung Electronics "David Aaker has created a must-read review of enduring principles and current challenges for 21st Century marketers." ---Larry Light, Former CMO McDonalds "David Aaker's many books have been helpful guideposts for my career in business and marketing. Here is a great book that succinctly summarizes what he haslearned in his storied career about building enduring, successful brands. Apply David's 20 principles, and your brand will be more successful, and you willbe a better leader guaranteed!" ---Jim Stengel, Former Global Marketing Officer "I found the book to be compelling reading for any CMO in this ever changing time and world. It touched raw nerves of challenges we are facing as a companyand increased my to do list. And it connected the dots of the evolving role of marketers in organizations." ---John Wallis, CMO Hyatt Hotels Corp "The real test of marketing genius is not to produce a successful product but to build a lasting brand. Dave Aaker has done more to help us understandbrand building than anyone else." ---Philip Kotler, co-author of Marketing Management, 14th ed., "Nobody knows brand strategy better than David Aaker. Aaker has taken all of the essential principles of branding and collapsed them into one epic brand book. Whether you're a seasoned brand marketer or just getting started, this book will provide you with a practical path to creating, nurturing and leveraging strong brands." -Ann Lewness, CMO Abode Technology "Professor Aaker has truly given the business world a gift: A highly concise and wonderfully cogent and insightful tutorial on the principles of brand stewardship and leadership." -Joseph V. Tripodi, Chief Marketing and Commercial Officer, Coca-Cola "David Aaker is one of my favorite brand authorities because he understands that the modern brand is an asset that should create value and drive strategy for corporations. His latest treatise is brand dynamite." -Beth Comstock, CMO, GE "I am a devoted user of David Aaker's work over many years, I like many of you have benefitted from his insights in chunks. Here those chunks are all pulled together, and seasoned with years of his own applied work. It's just outstanding." -Richard Lyons, Dean, Berkeley-Haas School of Business Administration "Addresses ten strategic brand challenges including created a compelling brand vision, getting digital brand building right, and building the brand internally." -MaryKay Kopf, Global CMO of the Electrolux Group "David's new book is for learners and experts alike a knowledge center for branding principles and strategies every marketer needs to know and practice. Why go anywhere else?" -Elisa Steele, CMO Consumer Apps and Service, Microsoft "Provocative, rooted in substance, a guiding star for modern marketers!" -Steven Althaus, Director of Brand Management, BMW "David Aaker provides 20 core principles and practical steps to create, enhance and leverage powerful brand asset, which can bring sustainable growth. It is a must read for businessman who want to find a key to future success led by power of brand." -Sue Shim, Global CMO, Samsung Electronics "David Aaker has created a must-read review of enduring principles and current challenges for 21st Century marketers." -Larry Light, Former CMO McDonalds "David Aaker's many books have been helpful guideposts for my career in business and marketing. Here is a great book that succinctly summarizes what he has learned in his storied career about building enduring, successful brands. Apply David's 20 principles: your brand will be more successful, and you will be a better leader-guaranteed!" -Jim Stengel, Former Global Marketing Officer, P&G "I found the book to be compelling reading for any CMO in this ever changing time and world. It touched raw nerves of challenges we are facing as a company and increased my to do list. And it connected the dots of the evolving role of marketers in organizations." -John Wallis, CMO Hyatt Hotels Corp "The real test of marketing genius is not to produce a successful product but to build a lasting brand. Dave Aaker has done more to help us understand brand building than anyone else." -Philip Kotler, co-author of Marketing Management , 14th ed.
Dewey Decimal
658.827
Table Of Content
Introduction: Why This Book? Recognize That Brands Are Assets Brands Are Assets that Drive Strategy Brands Assets Have Real Value Have a Compelling Brand Vision Create a Brand Vision A Brand Personality Connects The Organization and Its Higher-Purpose Differentiate Get Beyond Functional Benefits Create Must Haves Rendering Competitors Irrelevant To Own an Innovation, Brand It From Positioning the Brand to Framing the Subcategory Bring the Brand to Life Where do Brand-Building Ideas Come From? Focus on Customer's Sweet Spots Digital A Critical Brand-Building Tool Consistency Wins Internal Branding: A Key Ingredient Maintain Relevance Three Threats to Brand Relevance Energize Your Brand! Manage Your Brand Portfolio You Need a Brand Portfolio Strategy Brand Extensions: The Good, the Bad, and the Ugly Vertical Brand Extensions Have Risks and Rewards Silo Organizations Inhibit Brand Building Epilogue: Ten Branding Challenges
Synopsis
"Aaker on Branding" provides the principles of branding you need to know to create and manage strong brands. The concepts are culled from the articles, six branding books, and other writings of David Aaker and have been proven to help hundreds of firms develop branding programs. With five sections, it provides a story arc about creating a strong brand that involves understanding that brands are assets, creating a compelling brand vision, bringing the brand to life in the marketplace, maintaining its relevance over time, and managing the brand team to create clarity, synergy, and leverage. The book provides a vehicle for a marketing professional to learn or review the issues, problems, and solutions of branding in a compact form., "Aaker on Branding" presents in a compact form the twenty essential principles of branding that will lead to the creation of strong brands. Culled from the six David Aaker brand books and related publications, these principles provide the broad understanding of brands, brand strategy, brand portfolios, and brand building that all business, marketing, and brand strategists should know. "Aaker on Branding" is a source for how you create and maintain strong brands and synergetic brand portfolios. It provides a checklist of strategies, perspectives, tools, and concepts that represents not only what you should know but also what action options should be on the table. When followed, these principles will lead to strong, enduring brands that both support business strategies going forward and create coherent and effective brand families. Those now interested in and involved with branding are faced with information overload, not only from the Aaker books but from others as well. It is hard to know what to read and which elements to adapt. There are a lot of good ideas out there but also some that are inferior, need updating, or are subject to being misinterpreted and misapplied. And there are some ideas that, while plausible, are simply wrong if not dangerous especially if taken literally. "Aaker on Branding"offers a sense of topic priorities and a roadmap to David Aaker's books, thinking, and contributions. As it structures the larger literature of the brand field, it also advances the theory of branding and the practice of brand management and, by extension, the practice of business management.
LC Classification Number
HD69.B7A214 2014
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