Managing Brand Equity

Inbunden, Engelska, 1991

266 kr

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Beskrivning

The most important assets of any business are intangible: its company name, brands, symbols and slogans and their underlying association, perceived quality, name awareness, and customer base. 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, level 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. In an examination of the phenomenon of brand equity, Aaker provides a 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 author opens each chapter with an 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, with dozens of additional real company examples, 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.

Produktinformation

Utgivningsdatum:1991-09-09
Mått:156 x 235 x 28 mm
Vikt:519 g
Format:Inbunden
Språk:Engelska
Antal sidor:299
Förlag:John Wiley & Sons Inc
ISBN:9780029001011

Utforska kategorier

Affärsstrategi inom Ekonomi och Ledarskap
Reklam inom Ekonomi och Ledarskap

Mer om författaren

David A. Aaker is the Vice-Chairman of Prophet, Professor Emeritus of Marketing Strategy at the Haas School of Business, University of California at Berkeley, Advisor to Dentsu, Inc., and a recognized authority on brands and brand management. The winner of the Paul D. Converse Award for outstanding contributions to the development of the science of marketing and the Vijay Mahajan Award for Career Contributions to Marketing Strategy, he has published more than ninety articles and eleven books, including Strategic Market Management, Managing Brand Equity, Building Strong Brands, and Brand Leadership (coauthored with Eric Joachimsthaler).

Innehållsförteckning

ContentsPreface and Acknowledgments1. What Is Brand Equity?The Ivory StoryThe Role of BrandsBrand-Building NeglectThe Role of Assets and SkillsWhat Is Brand Equity?What Is the Value of a Brand?Brand Value Based upon Future EarningsIssues in Managing Brand EquityThe Plan of the Book2. Brand LoyaltyThe MicroPro StoryBrand LoyaltyMeasuring Brand LoyaltyThe Strategic Value of Brand LoyaltyMaintaining and Enhancing LoyaltySelling Old Customers Instead of New Ones3. Brand AwarenessThe Datsun-Becomes-Nissan StoryThe GE-Becomes-Black & Decker StoryWhat Is Brand Awareness?How Awareness Works to Help the BrandThe Power of Old Brand NamesHow to Achieve Awareness4. Perceived QualityThe Schlitz StoryWhat Is Perceived Quality?How Perceived Quality Generates ValueWhat Influences Perceived Quality?5. Brand Associations: The Positioning DecisionThe Weight Watchers StoryAssociations, Image, and PositioningHow Brand Associations Create ValueTypes of Associations6. The Measurement of Brand AssociationsThe Ford Taurus StoryWhat Does This Brand Mean to You?Scaling Brand Perceptions7. Selecting, Creating, and Maintaining AssociationsThe Dove StoryThe Honeywell StoryWhich AssociationsCreating AssociationsMaintaining AssociationsManaging Disasters8. The Name, Symbol, and SloganThe Volkswagen StoryNamesSymbolsSlogans9. Brand Extensions: The Good, the Bad, and the UglyThe Levi Tailored Classics StoryThe Good: What the Brand Name Brings to the ExtensionMore Good: Extensions Can Enhance the Core BrandThe Bad: The Name Fails to Help the ExtensionThe Ugly: The Brand Name Is DamagedMore Ugly: A New Brand Name Is ForegoneHow to Go About ItStrategy Considerations10. Revitalizing the BrandThe Yamaha StoryIncreasing UsageFinding New UsesEntering New MarketsRepositioning the BrandAugmenting the Product/ServiceObsoleting Existing Products with New-Generation TechnologiesAlternatives to Revitalization: The End Game11. Global Branding and a RecapThe Kal Kan StoryThe Parker Pen StoryA Global Brand?Targeting a CountryAnalyzing the ContextA RecapNotesIndex