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Brand Leadership : Building Assets In An Information Economy

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

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

ISBN13: 9780684839240

ISBN10: 0684839245

Brand Leadership : Building Assets In An Information Economy by David A. Aaker and Erich Joachimsthaler - ISBN 9780684839240
Edition: 00
Copyright: 2000
Publisher: Free Press
International: No
Brand Leadership : Building Assets In An Information Economy by David A. Aaker and Erich Joachimsthaler - ISBN 9780684839240

ISBN13: 9780684839240

ISBN10: 0684839245

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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 brand 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.

Author Bio

Aaker, David A. : Prophet Brand Strategy

David A. Aaker is Vice Chairman of Prophet Brand Strategy ( and Professor Emeritus of Marketing at the Haas School of Business, University of California, Berkeley. One of the world's foremost authorities on brands and brand equity, Professor Aaker is the author of the bestselling books Managing Brand Equity and Building Strong Brands (published by The Free Press). He lectures widely and consults to companies throughout the world.

Joachimsthaler, Erich : The Brand Leadership Company

Erich Joachimsthaler is Chief Executive Officer of The Brand Leadership Company (, a strategy consulting and management education firm in New York where David A. Aaker serves on the Board of Advisors, and Visiting Professor of Business Administration at the Darden School, University of Virginia. Professor Joachimsthaler is a sought-after speaker and brand strategy consultant. He works and lectures in English, German, and Spanish.

Table of Contents

Table of Contents

Part I: Introduction
1. Brand Leadership -- The New Imperative

Brand Management -- The Classic Model
Brand Leadership -- The New Imperative
Brand Building Pays Off
Brand Leadership Tasks
The Plan of This Book

Part II: Brand Identity
2. Brand Identity -- The Cornerstone of Brand Strategy

The Story of Virgin Atlantic Airways
The Brand Identity Planning Model
On Developing a Brand Identity System -- Avoiding Common Mistakes

3. Clarifying and Elaborating the Brand Identity

Defining Leadership
Defining Brand Personality -- The L.L. Bean Story
Identity Elaboration Exercises
Identity-Supporting Program Audit
Identity Role Model Identification
Visual Metaphor Development
Brand Identity Prioritization
Presenting the Elaborated Identity
The Brand Identity Revisited

Part III: Brand Architecture: Achieving Clarity, Synergy, and Leverage
4. The Brand Relationship Spectrum

The GE Appliance Story
The Marriott Story
Designing the Architecture -- Endorsers and
Linking Brands -- The Brand Relationship
A House of Brands
Endorsed Brands
A Branded House
Selecting the Right Position in the Brand Relationship Spectrum

5. Brand Architecture

The Polo Ralph Lauren Story
Market Complexity, Brand Confusion, and Brand Architecture
What Is Brand Architecture?
Extending the Range of a Brand
The Brand Architecture Audit

Part IV: Building Brands: Beyond Advertising
6. Adidas and Nike -- Lessons in Building Brands

Adidas -- The Growth Period
The Nike Story
Good Morning, Adidas
Creating a Brand-Building Focus Around the Adidas Brand Identity
The Lessons

7. Building Brands -- The Role of Sponsorship

The MasterCard World Cup Sponsorship Story
How Sponsorship Builds Brands
What Can Go Wrong
The Seven Keys of Effective Sponsorships

8. Building Brands -- The Role of the Web

Unique Characteristics of the Web
Brand Building on the Web
Brand-Building Web Sites
Advertising and Sponsored Content

9. Building Brands -- Beyond Media Advertising

The Brand-Building Task
Building Brands -- Some Role Models from Europe
Brand Building Without Advertising -- Some Guidelines

PART V: Organizing for Brand Leadership
10. Global Brand Leadership -- Not Global Brands

McDonald's in Europe
Global Brands
Global Brand Leadership, Not Global Brands
Sharing Insights and Best Practices
A Common Global Brand Planning Process
Assigning Responsibility to Create Cross-Country
A System to Deliver Brand-Building Brilliance
Toward a Global Brand

About the Authors