Building Strong Brands

Name: Building Strong Brands
Brand: Aaker, David A.
SKU: PR-9781849830409
Price: 5.16 EUR
Availability: OutOfStock

Le Pitch

Dans cet ouvrage, David Aaker met en lumière l'importance cruciale de la construction et de la gestion de marques fortes dans un environnement commercial de plus en plus compétitif. En s'appuyant sur des cas concrets de construction de marques telles que Saturn, General Electric, Kodak, Healthy Choice, McDonald's, The Body Shop, Harley-Davidson ou encore Smirnoff, l'auteur démontre comment ces marques ont été créées et gérées avec succès. Aaker explique comment éviter les pièges courants des stratèges de marque en se concentrant sur les avantages émotionnels et d'auto-expression, et en introduisant les perspectives de la marque en tant que personne, en tant qu'organisation et en tant que symbole. Il met également en lumière l'importance de gérer le "système de marque" - l'entrelacement de nombreuses marques - pour atteindre la clarté et la synergie, s'adapter à un environnement changeant et tirer parti des actifs de la marque pour pénétrer de nouveaux marchés et lancer de nouveaux produits. Un ouvrage essentiel pour les dirigeants cherchant à positionner leurs produits et services comme des marques fortes et différenciées. Afficher moinsAfficher plus

Contenu

4ème de couverture

'Rarely is a sequel as good as the original. This time it's better!' Joseph V. Tripodi, Senior Vice President, Global Marketing, Mastercard International Inc.As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In Building Strong Brands, Aaker uses real brand-building cases, from The Body Shop, Kodak, Harley-Davidson, Smirnoff, McDonald's, and others, to demonstrate how strong brands have been created and managed.A common pitfall of brand strategists is to focus on brand attributes. Aaker shows how to break out of the box by considering emotional and self-expressive benefits and by introducing the brand-as-person, brand-as-organisation, and brand-as-symbol perspectives. Aaker also demonstrates how to manage the 'brand system' - the interweaving of many brands - to achieve clarity and synergy, to adapt to a changing environment, and to leverage brand assets into new markets and products.'A must for all marketing people' Dennis Carter, Vice President, Direct Marketing, Intel Corporation'[Every] company could benefit from the kind of soul-searching about brands that Professor Aaker advocates' Robert Lutz, President and Chief Operating Officer, Chrysler CorporationBiographie de l'auteurDavid A. Aaker is the E.T. Grether Professor of Marketing Strategy at the Haas School of Business at the University of California, Berkeley. He is a consultant to dozens of companies, including AT&T, Coca Cola, MasterCard, and General Motors. He is the cofounder, with Erich Joachimsthaler of the firm Aaker-Joachimsthaler Prophet Brand Strategy. His previous books include BRAND LEADERSHIP and MANAGING BRAND EQUITY, both published by The Free Press.Erich Joachimsthaler is the founder and CEO of Vivaldi Partners, a strategy, innovation, and marketing consulting company. He has published around 60 articles in academic journals centered on marketing issues. His most recent book focuses on the broadening strategic role of marketing in building growth businesses and is entitled: Hidden in Plain Sight: How to Find and Execute Your Company’s Next Growth Strategy

Building Strong Brands

Indisponible

Le Pitch

Dans cet ouvrage, David Aaker met en lumière l'importance cruciale de la construction et de la gestion de marques fortes dans un environnement commercial de plus en plus compétitif. En s'appuyant sur des cas concrets de construction de marques telles que Saturn, General Electric, Kodak, Healthy Choice, McDonald's, The Body Shop, Harley-Davidson ou encore Smirnoff, l'auteur démontre comment ces marques ont été créées et gérées avec succès. Aaker explique comment éviter les pièges courants des stratèges de marque en se concentrant sur les avantages émotionnels et d'auto-expression, et en introduisant les perspectives de la marque en tant que personne, en tant qu'organisation et en tant que symbole. Il met également en lumière l'importance de gérer le "système de marque" - l'entrelacement de nombreuses marques - pour atteindre la clarté et la synergie, s'adapter à un environnement changeant et tirer parti des actifs de la marque pour pénétrer de nouveaux marchés et lancer de nouveaux produits. Un ouvrage essentiel pour les dirigeants cherchant à positionner leurs produits et services comme des marques fortes et différenciées. Afficher moinsAfficher plus

Détails du livre

Titre complet

Building Strong Brands.

Editeur

Format

Broché

Publication

29 avril 2010

Pages

400

Taille

19.6 x 13.1 x 2.6 cm

Poids

282

ISBN-13

9781849830409

Contenu

4ème de couverture

'Rarely is a sequel as good as the original. This time it's better!' Joseph V. Tripodi, Senior Vice President, Global Marketing, Mastercard International Inc.As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In Building Strong Brands, Aaker uses real brand-building cases, from The Body Shop, Kodak, Harley-Davidson, Smirnoff, McDonald's, and others, to demonstrate how strong brands have been created and managed.A common pitfall of brand strategists is to focus on brand attributes. Aaker shows how to break out of the box by considering emotional and self-expressive benefits and by introducing the brand-as-person, brand-as-organisation, and brand-as-symbol perspectives. Aaker also demonstrates how to manage the 'brand system' - the interweaving of many brands - to achieve clarity and synergy, to adapt to a changing environment, and to leverage brand assets into new markets and products.'A must for all marketing people' Dennis Carter, Vice President, Direct Marketing, Intel Corporation'[Every] company could benefit from the kind of soul-searching about brands that Professor Aaker advocates' Robert Lutz, President and Chief Operating Officer, Chrysler CorporationBiographie de l'auteurDavid A. Aaker is the E.T. Grether Professor of Marketing Strategy at the Haas School of Business at the University of California, Berkeley. He is a consultant to dozens of companies, including AT&T, Coca Cola, MasterCard, and General Motors. He is the cofounder, with Erich Joachimsthaler of the firm Aaker-Joachimsthaler Prophet Brand Strategy. His previous books include BRAND LEADERSHIP and MANAGING BRAND EQUITY, both published by The Free Press.Erich Joachimsthaler is the founder and CEO of Vivaldi Partners, a strategy, innovation, and marketing consulting company. He has published around 60 articles in academic journals centered on marketing issues. His most recent book focuses on the broadening strategic role of marketing in building growth businesses and is entitled: Hidden in Plain Sight: How to Find and Execute Your Company’s Next Growth Strategy

Livré entre : 24 juillet - 27 juillet