Aaker on branding : 20 principles that drive success

著者

• Aaker, David A.

書誌事項

Aaker on branding : 20 principles that drive success

David Aaker

Morgan James Pub., c2014

• : pbk

注記

Includes index

内容説明・目次

巻冊次

: pbk ISBN 9781614488323

内容説明

"Aaker on Branding" presents in a compact form the twenty essential principles of branding that will lead to the creation of strong brands. Culled from the six David Aaker brand books and related publications, these principles provide the broad understanding of brands, brand strategy, brand portfolios, and brand building that all business, marketing, and brand strategists should know. "Aaker on Branding" is a source for how you create and maintain strong brands and synergetic brand portfolios. It provides a checklist of strategies, perspectives, tools, and concepts that represents not only what you should know but also what action options should be on the table. When followed, these principles will lead to strong, enduring brands that both support business strategies going forward and create coherent and effective brand families. Those now interested in and involved with branding are faced with information overload, not only from the Aaker books but from others as well. It is hard to know what to read and which elements to adapt. There are a lot of good ideas out there but also some that are inferior, need updating, or are subject to being misinterpreted and misapplied. And there are some ideas that, while plausible, are simply wrong if not dangerous especially if taken literally. "Aaker on Branding"offers a sense of topic priorities and a roadmap to David Aaker's books, thinking, and contributions. As it structures the larger literature of the brand field, it also advances the theory of branding and the practice of brand management and, by extension, the practice of business management.

目次

Introduction: Why This Book? Recognize That Brands Are Assets Brands Are Assets that Drive Strategy Brands Assets Have Real Value Have a Compelling Brand Vision Create a Brand Vision A Brand Personality Connects The Organization and Its Higher-Purpose Differentiate Get Beyond Functional Benefits Create Must Haves Rendering Competitors Irrelevant To Own an Innovation, Brand It From Positioning the Brand to Framing the Subcategory Bring the Brand to Life Where do Brand-Building Ideas Come From? Focus on Customer's Sweet Spots Digital A Critical Brand-Building Tool Consistency Wins Internal Branding: A Key Ingredient Maintain Relevance Three Threats to Brand Relevance Energize Your Brand! Manage Your Brand Portfolio You Need a Brand Portfolio Strategy Brand Extensions: The Good, the Bad, and the Ugly Vertical Brand Extensions Have Risks and Rewards Silo Organizations Inhibit Brand Building Epilogue: Ten Branding Challenges

巻冊次

ISBN 9781614488705

内容説明

Aaker on Branding presents in a compact form the twenty essential principles of branding that will lead to the creation of strong brands. Culled from the six David Aaker brand books and related publications, these principles provide the broad understanding of brands, brand strategy, brand portfolios, and brand building that all business, marketing, and brand strategists should know. Aaker on Branding is a "go-to" source for how you create and maintain strong brands and synergetic brand portfolios. It provides a checklist of strategies, perspectives, tools, and concepts that represents not only what you should know but also what action options should be on the table. When followed, these principles will lead to strong, enduring brands that both support business strategies going forward and create coherent and effective brand families. Those now interested in and involved with branding are faced with information overload, not only from the Aaker books but from others as well. It is hard to know what to read and which elements to adapt. There are a lot of good ideas out there but also some that are inferior, need updating, or are subject to being misinterpreted and misapplied. And there are some ideas that, while plausible, are simply wrong if not dangerous-especially if taken literally. Aaker on Branding offers a sense of topic priorities and a roadmap to David Aaker's books, thinking, and contributions. As it structures the larger literature of the brand field, it also advances the theory of branding and the practice of brand management and, by extension, the practice of business management.

目次

Introduction: Why This Book? Part I. Recognize That Brands Are Assets 1. Brands Are Assets that Drive Strategy 2. Brands Assets Have Real Value Part II. Have a Compelling Brand Vision 3. Create a Brand Vision 4. A Brand Personality Connects 5. The Organization and Its Higher-Purpose Differentiate 6. Get Beyond Functional Benefits 7. Create "Must Haves" Rendering Competitors Irrelevant 8. To Own an Innovation, Brand It 9. From Positioning the Brand to Framing the Subcategory Part III. Bring the Brand to Life 10. Where do Brand-Building Ideas Come From? 11. Focus on Customer's Sweet Spots 12. Digital-A Critical Brand-Building Tool 13. Consistency Wins 14. Internal Branding: A Key Ingredient Part IV. Maintain Relevance 15. Three Threats to Brand Relevance 16. Energize Your Brand! Part V. Manage Your Brand Portfolio 17. You Need a Brand Portfolio Strategy 18. Brand Extensions: The Good, the Bad, and the Ugly 19. Vertical Brand Extensions Have Risks and Rewards 20. Silo Organizations Inhibit Brand Building Epilogue: Ten Branding Challenges Endnotes Acknowledgments Note on Author Index

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詳細情報

• NII書誌ID(NCID): BB16204598
• ISBN:
  • 9781614488705
  • 9781614488323
• LCCN: 2013945748
• 出版国コード: us
• タイトル言語コード: eng
• 本文言語コード: eng
• 出版地: New York
• ページ数/冊数: x, 208 p.
• 大きさ: 24 cm
• 分類:
  • DC21 : 658.827
• 件名:
  • LCSH : Branding (Marketing)
  • LCSH : Brand name products