Description
Managing brand equity is essential for companies looking to build and maintain a strong brand presence in the market. It involves strategically developing and maintaining a positive perception of the brand among consumers and stakeholders. This includes creating brand awareness, ensuring consistent brand messaging, and nurturing positive brand associations. Effective brand management can lead to increased customer loyalty and market share.
Price: $14.99
(as of Mar 06, 2024 18:16:26 UTC – Details)
Managing Brand Equity: The Key to Unlocking Success
In today’s competitive market, building a strong brand is essential for long-term success. One of the best ways to do this is by effectively managing brand equity. Managing Brand Equity, written by marketing guru David A. Aaker, is a must-read for any business looking to create a powerful and lasting brand.
Understanding Brand Equity
Brand equity refers to the value a brand holds in the minds of consumers. It is the perception and recognition of a brand’s name, logo, and products. Managing Brand Equity teaches you how to build and maintain this valuable asset.
A Comprehensive Guide
From creating a brand identity to measuring brand loyalty, Managing Brand Equity covers every aspect of brand management. Aaker’s expertise shines through in his insightful analysis and practical advice. This book is a comprehensive guide to developing and nurturing a successful brand.
Practical Strategies for Success
Aaker provides actionable strategies for managing brand equity that can be applied to any business. Whether you are a start-up or an established company, the insights in this book will help you strengthen your brand and stand out in a crowded marketplace.
Case Studies and Examples
Managing Brand Equity is filled with real-world case studies and examples that illustrate the principles discussed. These examples bring the concepts to life and show how successful brands have applied them to achieve great results. Readers can learn from the experiences of companies like Nike, Starbucks, and Apple.
Building Customer Loyalty
One of the key messages in Managing Brand Equity is the importance of building customer loyalty. Aaker explains how a strong brand can create emotional connections with customers, leading to repeat business and word-of-mouth marketing. By focusing on customer loyalty, businesses can create a devoted following that will support the brand through thick and thin.
Measuring Brand Equity
Aaker also discusses the various metrics and tools used to measure brand equity. By tracking brand awareness, perceived quality, and brand loyalty, companies can assess the strength of their brand and make informed decisions about their marketing strategies. Managing Brand Equity provides a roadmap for understanding and improving these essential metrics.
The Power of Brand Extensions
Another valuable lesson from Managing Brand Equity is the power of brand extensions. Aaker explains how successful brands can leverage their equity to launch new products and services with a built-in customer base. By carefully managing brand extensions, businesses can expand their reach and drive growth.
Conclusion
Managing Brand Equity is a must-read for any business looking to build a strong and successful brand. With its comprehensive coverage of brand management principles, practical strategies, and real-world examples, this book offers invaluable insights for creating and maintaining brand equity. By following Aaker’s expert advice, businesses can establish a powerful brand that resonates with customers and drives long-term success.
Price: $14.99
(as of Mar 06, 2024 18:16:26 UTC – Details)
Product Description
In a fascinating and insightful examination of the phenomenon of brand equity, Aaker provides a clear and well-defined 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 short-term 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 Colgate-Palmolive, 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 short-term 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
Publisher : Free Press (September 9, 1991)
Language : English
Hardcover : 299 pages
ISBN-10 : 0029001013
ISBN-13 : 978-0029001011
Item Weight : 1.14 pounds
Dimensions : 6.13 x 1.1 x 9.25 inches
Price: $14.99
(as of Mar 06, 2024 18:16:26 UTC – Details)
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