Buy Textbooks  |  Rent Textbooks  |  Sell Textbooks  |  eTextbooks
Help  |  Questions? 1-877-292-6442
Hello, Sign In
Your Account
0

Brand Leadership : Building Assets In An Information Economy - 00 edition

Brand Leadership : Building Assets In An Information Economy (ISBN10: 0684839245; ISBN13: 9780684839240)
ISBN13: 978-0684839240
ISBN10: 0684839245

Summary: A dozen management fads have come and gone in the past decade, but brand equity, first explored by David Aaker in the late 1980s, has exploded in importance. Recognized by Brandweek as ''the dean of the brand-equity movement,'' Aaker now prepares managers for the next level of the brand revolution -- brand leadership. For the first time, Aaker and coauthor Erich Joachimsthaler describe how the emerging paradigm of strategic brand leadership is replacing the classic, tactically oriented ...show morebrand management system pioneered by Procter & Gamble. This fundamental shift involves nothing less than a revolution in organizational structure, systems, and culture -- as the authors demonstrate with hundreds of case studies from companies such as Polo Ralph Lauren, Virgin Airlines, Adidas, GE, Marriott, IBM, McDonald's, Maggi, and Swatch. This immensely readable book provides the brand management team with the capability to:

  • Create and elaborate brand identities (what should the brand stand for)
  • Use the brand relationship spectrum, a powerful tool to harness subbrands and endorsed brands to form brand architectures that create clarity, synergy and leveraged assets
  • Identify the customer ''sweet spot'' and the driving idea that will move brand-building efforts beyond advertising to break out of the clutter
  • Use the Internet and sponsorship to make brands resources work more effectively
  • Address the four imperatives of global brand management
Like David Aaker's two previous bestselling books, Brand Leadership will be essential reading for line executives and brand managers in market-driven firms worldwide. ...show less

Edition/Copyright: 00
Cover: Hardback
Publisher: Free Press
Published: 03/28/2000
International: No

View Author Bio
View Sample Chapter
View Table of Contents



List Price: $30.00
Used $11.70
Used
Save $18.30 (61%)
  • FREE shipping over $25
  • In stock
  • 30-day returns
Condition:
Order this book in the next 4 hours and 37 minutes and it ships by Noon CT today!
New  Currently Sold Out
Rental $9.99
Due back 12/19/2014
Marketplace sellers starting at $1.99

55 more offers below.

The Marketplace on Textbooks.com
Additional Sellers for Brand Leadership : Building Assets In An Information Economy
Just for you, we curate a growing list of independent booksellers, giving you even MORE choices when shopping for your textbooks.
Keep in mind: Marketplace orders do NOT qualify for free shipping. More about the MarketplaceMore about the Marketplace

Filter by:   All (55)  |  New (2)  |  Like New (9)  |  Very Good (15)  |  Good (25)  |  Acceptable (4)

Price
 
Condition
Seller
Comments
$11.70
+$3.99 s/h

Very Good
Textbooks.com
Columbia, MO
Ships Ground DIRECTLY from Textbooks.com for $3.99. FREE Ground Shipping over $25! Very good condition (Certified Used). Trackable expedited shipping options available.
$29.51
+$3.99 s/h
Add marketplace to your cart
Good
Books Revisited
Chatham, NJ
Seller Rating: 4.54
Possible retired library copy, some have markings or writing. May or may not include accessories such as CD or access codes.
$29.51
+$3.99 s/h
Add marketplace to your cart
LikeNew
Books Revisited
Chatham, NJ
Seller Rating: 4.54
As new.
$45.00
+$3.99 s/h
Add marketplace to your cart
New
bluehouse
acton, MA
Seller Rating: 4.5
Brand new.
$79.00
+$3.99 s/h
Add marketplace to your cart
Good
Bay City Books
Benicia, CA
Seller Rating: 4.62
Dust Jacket present. GOOD with average wear to cover and pages. We offer a no-hassle guarantee on all our items. Orders generally ship by the next business day. Default Text
Page:   < Previous   |     1     2     3     4     5     6  
Close
Close
Close