Title
Managing Brand Equity,Used
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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
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- Q: What is the binding type of 'Managing Brand Equity'? A: The binding type is hardcover. This makes it durable and suitable for frequent handling.
- Q: How many pages does 'Managing Brand Equity' have? A: The book has two hundred ninety-nine pages. This provides a comprehensive overview of brand equity concepts.
- Q: What are the dimensions of 'Managing Brand Equity'? A: The dimensions are six point fourteen inches in length, one point one inches in width, and nine point twenty-five inches in height. These measurements make it a standard-sized book for easy reading.
- Q: Who is the author of 'Managing Brand Equity'? A: The author is David Aaker. He is a recognized authority in branding and marketing.
- Q: What category does 'Managing Brand Equity' fall under? A: It falls under the Management category. This indicates its focus on business practices and strategies.
- Q: What insights does 'Managing Brand Equity' provide? A: It provides insights into the relationship between brands and their value. This includes understanding brand associations and consumer loyalty.
- Q: Is 'Managing Brand Equity' suitable for beginners? A: Yes, it is suitable for beginners. The book offers foundational knowledge about brand equity and management.
- Q: What themes are explored in 'Managing Brand Equity'? A: Themes include brand equity, competitive advantage, and strategic brand management. These themes are critical for effective marketing.
- Q: How can I apply the concepts from 'Managing Brand Equity'? A: You can apply the concepts by implementing strategic brand management practices in your organization. This includes assessing brand assets and consumer awareness.
- Q: What is the main focus of 'Managing Brand Equity'? A: The main focus is on understanding and managing brand equity. This is vital for maintaining a competitive edge in the market.
- Q: How should I care for my copy of 'Managing Brand Equity'? A: Store it in a cool, dry place away from direct sunlight. This will help preserve the quality of the hardcover.
- Q: Is 'Managing Brand Equity' a good reference for marketing professionals? A: Yes, it is an excellent reference for marketing professionals. The insights are valuable for developing effective brand strategies.
- Q: What should I do if my copy of 'Managing Brand Equity' arrives damaged? A: If it arrives damaged, contact customer support for a replacement. Most retailers have a return policy for damaged books.
- Q: Can I read 'Managing Brand Equity' if I have no background in marketing? A: Yes, you can read it without a marketing background. The book is written to be accessible to a wide audience.
- Q: How does 'Managing Brand Equity' help in brand management? A: It helps by outlining strategies for building and maintaining brand equity. This is essential for long-term business success.