Title
Managing Brand Equity,New
Sold by Ergodebooks, an authorized reseller.
Returns accepted within 30 days | support@ergodebooks.com
Shipping Information
- Free Standard Shipping — United States only
- Processing Time: 1–3 business days
- Estimated Delivery: 3–5 business days after dispatch
- Double-boxed, fully insured & discreetly packaged
- Tracking number sent via email once dispatched
- Orders over $250 require signature upon delivery. Taxes calculated at checkout.
Returns & Refund
Returns accepted within 30 days of delivery.
Damaged or Defective Item
Free return shipping + replacement or full refund
Wrong Item Received
Free return shipping + replacement or full refund
Change of Mind
Return shipping at customer's expense · 25% restocking fee applies
Payment Option
In a fascinating and insightful examination of the phenomenon of brand equity, Aaker provides a clear and welldefined structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets, which will clarify for managers exactly how brand equity does contribute value.The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David Aaker, a national authority on branding. Yet, research shows that managers cannot identify with confidence their brand associations, levels of consumer awareness, or degree of customer loyalty. Moreover in the last decade, managers desperate for shortterm financial results have often unwittingly damaged their brands through price promotions and unwise brand extensions, causing irreversible deterioration of the value of the brand name. Although several companies, such as Canada Dry and ColgatePalmolive, have recently created an equity management position to be guardian of the value of brand names, far too few managers, Aaker concludes, really understand the concept of brand equity and how it must be implemented.The author opens each chapter with a historical analysis of either the success or failure of a particular company's attempt at building 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 shows how to avoid the temptation to place shortterm 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
⚠️ WARNING (California Proposition 65):
This product may contain chemicals known to the State of California to cause cancer, birth defects, or other reproductive harm.
For more information, please visit www.P65Warnings.ca.gov.
- Q: What is the main focus of 'Managing Brand Equity'? A: 'Managing Brand Equity' primarily explores the concept of brand equity and its significance in building and maintaining a competitive advantage for businesses. It discusses the relationship between a brand and its assets such as symbols, slogans, and customer associations.
- Q: Who is the author of this book? A: The author of 'Managing Brand Equity' is David Aaker, a recognized authority on branding and brand management.
- Q: What are some key themes discussed in the book? A: Key themes include the importance of intangible assets in business, the management of brand associations, and strategies for avoiding short-term thinking that can harm brand equity.
- Q: When was 'Managing Brand Equity' published? A: 'Managing Brand Equity' was published on September 9, 1991.
- Q: Is this book suitable for beginners in brand management? A: Yes, 'Managing Brand Equity' provides a clear and structured examination of brand equity, making it accessible for beginners while still offering valuable insights for experienced managers.
- Q: Does the book include real-world examples? A: Yes, the book includes historical analyses of various companies' attempts at building brand equity, providing practical examples of success and failure.
- Q: What is the format of the book? A: 'Managing Brand Equity' is available in a hardcover format, ensuring durability for repeated use.
- Q: How many pages does the book have? A: 'Managing Brand Equity' has a total of 299 pages.
- Q: What type of readers would benefit from this book? A: This book is beneficial for business managers, marketing professionals, and students interested in understanding brand management and strategy.
- Q: Are there any specific strategies recommended for managing brands? A: The book emphasizes the importance of strategically managing brand assets, creating strong brand associations, and maintaining brand value over time.